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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Afif Fadillah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH REBRANDING DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA VAKANSI COFFEE & SPACE Afif Fadillah; Nurul Komariyatin
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 2 (2026): ON GOING
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i2.7473

Abstract

This study aims to analyze the effect of rebranding and product quality on repurchase intention through customer satisfaction as a mediating variable at Vakansi Coffee & Space. The research method used was a quantitative explanatory approach with a questionnaire survey. The study population consisted of Vakansi Coffee & Space customers who had purchased products in the past six months. The sampling technique used was purposive sampling, with 120 respondents. The research instrument was a questionnaire with a Likert scale of 1–5, which was tested for validity and reliability. Data analysis was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the hypotheses and mediation role. The results showed that rebranding and product quality had a significant positive effect on customer satisfaction and repurchase intention. Furthermore, customer satisfaction was shown to mediate the relationship between rebranding and product quality on repurchase intention. The implications of this study contribute to the development of marketing strategies in the local cafe industry to increase customer loyalty.
Co-Authors Nurul Komariyatin