THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON REPURCHASE INTENTION MEDIATED BY CONSUMER SATISFACTION STUDY AT UNIQLO IN SOLO

Andhika Danu Praja, Tulus Haryono

Abstract

The purpose of this study was to examine and analyze the effect of brand image and product quality on repurchase intention mediated by consumer satisfaction at Uniqlo in the city of Solo. The data/sample collection method used a questionnaire, with a sample of 200 consumers who had purchased Uniqlo products at least once. Data analysis in this study used PLS-SEM analysis. Based on the data and research results, it is known that there is a positive but not significant effect between brand image on repurchase intention. Meanwhile, product quality has a positive and significant effect on repurchase intention. Brand image and product quality have a positive and significant effect on the mediating variable of consumer satisfaction. And consumer satisfaction has a positive and significant effect on repurchase intention. The results showed that the mediating variable of consumer satisfaction had a positive and significant effect in mediating the relationship between brand image and product quality on repurchase intention.

Keywords: Brand Image, Product Quality, Repurchase Intention, Consumer Satisfaction.

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