Pengaruh Kualitas Produk Dan Citra Merek Terhadap Minat Beli Ulang Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Dirgantara Cake Di Lampung Timur

Abstract

This study aims to determine the direct effect of product quality and brand image on
repurchase intention through customer satisfaction as an intervening variable. This research
is a quantitative research by measuring product quality variables. Brand image, repurchase
intention, and satisfaction using a closed questionnaire. The questionnaire scoring scale for
each variable is 1-5 so that theoretically the range of scores obtained by respondents is
between 20-100. Data collection was carried out by distributing questionnaires to a sample
of 50 respondents. Data analysis in this study used path analysis (Path) with the help of the
SPSS Version 25.0 application. The results showed that there was a direct influence between
product quality and customer satisfaction at Dirgantara Cake in East Lampung. There is a
direct influence of brand image on customer satisfaction at Dirgantara Cake in East
Lampung. There is a direct influence on product quality on the repurchase intention of
Dirgantara Cake customers in East Lampung. There is a direct influence of brand image on
the repurchase intention of Dirgantara Cake customers in East Lampung. There is a direct
influence between customer satisfaction and repurchase intention of Dirgantara Cake
customers In East Lampung