PENGARUH HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG YANG DIMEDIASI OLEH KEPUASAN KONSUMEN PADA USAHA FOOD AND BEVERAGE DONGDONGG.ID BANDA ACEH

Raihan Zuhdi (Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala)
Teuku Meldi kesuma (Jurusan Manajemen Universitas Syiah Kuala Banda Aceh)

Jurnal Ilmiah Mahasiswa Ekonomi Manajemen
Vol 7, No 3 (2022): Agustus

The population in this study was Dongdongg.id consumers. The samples taken in this study were 168. The type of data used in this study was primary data, namely data obtained from respondents by distributing questionnaires. Data analysis using Structural Equation Modeling (SEM) model with analysis method using Confirmator Factor Analysis (CFA) using AMOS version 22.0.0 program tool. The results of the study show that repurchase interest, consumer satisfaction, price, and brand image of consumers in the Food and Beverage business at Dongdongg.id Banda Aceh is good, price has an effect on consumer satisfaction, and brand image has an effect on consumer satisfaction. Product quality has an effect on consumer satisfaction, price has an effect on repurchase intention, brand image has no effect on repurchase interest, product quality has no effect on repurchase interest, and consumer satisfaction has no effect on repurchase interest. Consumer Satisfaction mediates the effect of price on repurchase intention. Consumer Satisfaction mediates the effect of brand image on repurchase intention, consumer satisfaction mediates the effect of brand image on repurchase intention.