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All Journal The International Conference on Education, Social Sciences and Technology (ICESST)
Tarigan, Riki Thomas
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Computer Science & IT Environmental Science

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The Influence Of Brand Image and Product Quality On Repurchase Intention Mediated by Customer Satisfaction In Maxx Coffee Customers Tarigan, Riki Thomas; Sembiring, Beby Karina Fawzeea; Situmorang, Syafrizal Helmi
The International Conference on Education, Social Sciences and Technology (ICESST) Vol. 3 No. 2 (2024): The International Conference on Education, Social Sciences and Technology
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/icesst.v3i2.437

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.
Co-Authors Beby Karina Fawzeea Sembiring Situmorang, Syafrizal Helmi