PENGARUH CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP NIAT PEMBELIAN ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING DI COFFEE SHOP “KARAKTER KOPI” DENPASAR

  • Kadek Silvia Natasya Febriyanti
Keywords: brand image, perceived quality, customer satisfaction and repurchase intentions.

Abstract

ABSTRACT
This research is based on the researcher's interest in the development and competition of the
growing coffee shop business in the present era where Brand Image, Quality Perception,
Customer Satisfaction, and Repurchase Intention are very important in the development of
this business. The purpose of this study is to determine the indirect effect of brand image on
repurchase intentions through customer satisfaction and perceived quality of repurchase
intentions through customer satisfaction. The data used in this study are primary data
obtained from the results of distributing questionnaires to respondents "Coffee Character".
The sampling technique uses purposive sampling method. The criteria used are "Coffee
Character" consumers who have made purchases more than once. The number of samples in
this study amounted to 100 respondents. Data analysis method used in this research is path
analysis using software with SPSS 23.0 for Windows. This study uses the Sobel Test to
determine the mediation hypothesis. The results of this study indicate that the influence of
customer satisfaction mediates the effect of brand image on repurchase intentions and the
influence of customer satisfaction mediates the effect of perceived quality on repurchase
intentions.

Published
2020-04-26