📅 16 December 2024
DOI: 10.55606/icesst.v3i2.437
The Influence Of Brand Image and Product Quality On Repurchase Intention Mediated by Customer Satisfaction In Maxx Coffee Customers
The International Conference on Education, Social Sciences and Technology
International Forum of Researchers and Lecturers (IFREL)
📄 Abstract
This research aims to analyze the influence of Brand Image and Product Quality on Repurchase Intention which is mediated by Customer Satisfaction in Maxx Coffee Customers. This research involved 120 respondents selected using convenience sampling techniques. Data collection was carried out through a cross-sectional questionnaire or one shot study. The research instrument was tested for validity and reliability. Data analysis was carried out using verification analysis including multiple regression analysis and Sobel test. The research results show that Brand Image has a positive and significant effect on Customer Satisfaction, Product Quality has a positive and significant effect on Customer Satisfaction, Brand Image has no positive and significant effect on Repurchase Intention, Product Quality has a positive and significant effect on Repurchase Intention, Customer Satisfaction has a positive effect and significant on Repurchase Intention, and Customer Satisfaction does not mediate the influence of Brand Image and Product Quality on Repurchase Intention.
🔖 Keywords
#Brand Image; Product Quality; Repurchase Intention; Customer Satisfaction
ℹ️ Informasi Publikasi
Tanggal Publikasi
16 December 2024
Volume / Nomor / Tahun
Volume 3, Nomor 2, Tahun 2024
📝 HOW TO CITE
Tarigan, Riki Thomas; Sembiring, Beby Karina Fawzeea; Situmorang, Syafrizal Helmi, "The Influence Of Brand Image and Product Quality On Repurchase Intention Mediated by Customer Satisfaction In Maxx Coffee Customers," The International Conference on Education, Social Sciences and Technology, vol. 3, no. 2, Dec. 2024.
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