Analisis Pengaruh Brand Image, Product Attribute, Service Quality, dan Perceived Value Terhadap Repurchase Intention Produk Getuk Eco, Dimediasi Oleh Customer Satisfaction

Ardelia Shofa Parahita, Sri Marwanti

Abstract

This study aims to determine the effect of brand image, product attributes, service quality, and perceived value on the repurchase intention of Getuk Tri Warna Eco products, mediated by Customer Satisfaction. The primary research method used in this research is descriptive quantitative. Intentionally the cities of Magelang, Yogyakarta, Semarang, Solo, and Klaten were determined as the research locations. The research sample was taken using the purposive sampling method with a total sample of 145 respondents. SEM AMOS analyzed data in this study. The results indicate that: a) brand image, product attributes, perceived value, and customer satisfaction have a significant effect on repurchase intention, b) brand image and product attribute have a significant effect on customer satisfaction, product attributes, benefit values, and satisfaction consumers have a significant effect on repurchase intentions, c) service quality and perceived value do not affect consumer satisfaction. Meanwhile, service quality does not affect repurchase intention. d) customer satisfaction also serves as a partial mediating variable between brand image variables, product attributes, and perceived value on repurchase intentions.

Keywords

brand image; customer satisfaction; perceived value; product attribute; repurchase intention; service quality

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DOI: https://doi.org/10.20961/cosmed.v1i1.65937

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