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All Journal Syntax Literate: Jurnal Ilmiah Indonesia International Journal of Social Service and Research
Muchsin Saggaf Shihab
Fakultas Ekonomi Universitas Sriwijaya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Influence of Product Quality, Electronic Word of Mouth and Brand Image on Repurchase Intention in Coffee-To-Go Stores with Consumer Satisfaction as Intervening Variables Muhammad Mufashih; Ahmad Maulana; Muchsin Saggaf Shihab
International Journal of Social Service and Research Vol. 3 No. 8 (2023): International Journal of Social Service and Research (IJSSR)
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v3i8.498

Abstract

This research aims to examine the effect of product quality, electronic word of mouth (e-WOM), and brand image on consumer satisfaction, as well as the influence of product quality, e-WOM, and brand image on repurchase intention in coffee-to-go stores, with consumer satisfaction as an intervening variable. This research was conducted to gain a better understanding of the factors that affect consumer satisfaction and the intention to repurchase the product. This research method uses a quantitative approach involving 300 respondents who are coffee-to-go shop consumers. Data is collected through the use of questionnaires that include questions about product quality, e-WOM, brand image, consumer satisfaction, and repurchase intention. Data analysis is done using multiple regression techniques and path analysis. The results show that product quality has a significant influence on consumer satisfaction, which supports the H1 hypothesis. In addition, e-WOM and brand image also have a significant influence on consumer satisfaction, which supports the H2 and H3 hypotheses. Furthermore, product quality and e-WOM also have a significant influence on repurchase intention, which supports the H4 and H5 hypotheses. Brand image also has a significant influence on repurchase intention, according to the H6 hypothesis. In addition, the findings of this study show that consumer satisfaction mediates the relationship between product quality, e-WOM, and brand image with repurchase intention, which supports the H7 hypothesis. This research provides practical implications for coffee-to-go stores to increase consumer satisfaction and the intention to repurchase products. Improving product quality, managing e-WOM positively, and strengthening a positive brand image can increase customer satisfaction and encourage repurchase intention.
Pengaruh Kualitas Produk, Electronic Word of Mouth dan Citra Merek Terhadap Repurchase Intention di Kedai Coffee-to-Go Dengan Kepuasan Konsumen Sebagai Variabel Intervening Muhammad Mufashih; Ahmad Maulana; Muchsin Saggaf Shihab
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v7i10.13043

Abstract

Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, electronic word of mouth (e-WOM), dan citra merek terhadap kepuasan konsumen, serta pengaruh kualitas produk, e-WOM, dan citra merek terhadap repurchase intention di kedai coffee-to-go, dengan kepuasan konsumen sebagai variabel intervening. Penelitian ini dilakukan untuk memperoleh pemahaman yang lebih baik tentang faktor-faktor yang mempengaruhi kepuasan konsumen dan niat untuk membeli ulang produk. Metode penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 300 responden yang merupakan konsumen kedai coffee-to-go. Data dikumpulkan melalui penggunaan kuesioner yang mencakup pertanyaan tentang kualitas produk, e-WOM, citra merek, kepuasan konsumen, dan repurchase intention. Analisis data dilakukan dengan menggunakan teknik regresi berganda dan analisis jalur. Hasil penelitian menunjukkan bahwa kualitas produk memiliki pengaruh signifikan terhadap kepuasan konsumen, yang mendukung hipotesis H1. Selain itu, e-WOM dan citra merek juga memiliki pengaruh yang signifikan terhadap kepuasan konsumen, yang mendukung hipotesis H2 dan H3. Selanjutnya, kualitas produk dan e-WOM juga memiliki pengaruh yang signifikan terhadap repurchase intention, yang mendukung hipotesis H4 dan H5. Citra merek juga memiliki pengaruh signifikan terhadap repurchase intention, sesuai dengan hipotesis H6. Selain itu, temuan penelitian ini menunjukkan bahwa kepuasan konsumen memediasi hubungan antara kualitas produk, e-WOM, dan citra merek dengan repurchase intention, yang mendukung hipotesis H7. Penelitian ini memberikan implikasi praktis bagi kedai coffee-to-go untuk meningkatkan kepuasan konsumen dan niat untuk membeli ulang produk. Meningkatkan kualitas produk, mengelola e-WOM secara positif, dan memperkuat citra merek yang positif dapat meningkatkan kepuasan konsumen dan mendorong repurchase intention.
Co-Authors Ahmad Maulana Muhammad Mufashih