Dinasti International Journal of Management Science
Vol. 3 No. 4 (2022): Dinasti International Journal of Management Science (March - April 2022)

EFFECT OF PROMOTION, BRAND IMAGE, AND PRODUCT QUALITY ON RE-PURCHASE INTEREST THROUGH CUSTOMER SATISFACTION AS INTERVENING ON ERIGO APPAREL PRODUCTS

Arif Fathurahman, Ade (Unknown)
Janfry Sihite (Unknown)



Article Info

Publish Date
26 Mar 2022

Abstract

Through Customer Satisfaction as an Intervention on Erigo Apparel Products, this study will examine the effect of promotion, brand image, and product quality on repurchase interest. The study's subject was an Erigo Apparel customer. A total of 94 students and schoolgirls from Negeri 7 South Tangerang City participated in the study. Simple random sampling technique is used to determine sample size. The Structural Equation Model (SEM) with the Smart-PLS analysis tool was employed in this investigation. According to the findings of this study, promotion has a positive and significant impact on customer satisfaction, brand image has a positive and significant impact on customer satisfaction, product quality has a positive and significant impact on customer satisfaction, promotion has a negative but significant impact on repurchase interest, brand image has a positive and significant impact on repurchase interest, and product quality has a positive and significant impact on repurchase interest. Customer satisfaction can mediate marketing against re-purchase interest, but it can't mediate brand image against re-purchase interest. Customer satisfaction can mediate product quality against re-purchase interest, and it can influence re-purchase interest positively and considerably.

Copyrights © 2022






Journal Info

Abbrev

DIJMS

Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

Description

This research was carried out on Build Operate Transfer investment in Business cooperation model to metering system development project by examinated those criterias by technology preparedness level (TKT) evaluation method, Innovation preparedness level and political, social economic, technology, ...