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

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

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

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.

Andhika Danu Praja, Tulus Haryono

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2022

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