Open AccessPERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP NIAT BELI ULANG
Author(s) -
Ketut Joni Santika,
Kastawan Mandala
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i10.p14
Subject(s) - brand image , advertising , nonprobability sampling , path analysis (statistics) , product (mathematics) , business , quality (philosophy) , isotonic , psychology , marketing , mathematics , medicine , statistics , population , philosophy , geometry , environmental health , epistemology
This research was conducted on consumers who have already purchased isotonic Mizone beverage products in Denpasar City. The number of samples used in this study were 120 respondents, with a purposive sampling method. Data collection was carried out through questionnaires. The analysis technique used is path analysis (analyze path). Based on respondents' data, it can be directly seen that: (1) product quality has a positive and significant effect on brand image; (2) product quality has a positive and significant effect on repurchase intention; (3) brand image has a positive and significant effect on repurchase intention; (4) brand image acts as a mediating variable between product quality variables and repurchase intention. The findings of this study conclude that product quality has a positive and significant effect on the brand image and consumer repurchase intention on isotonic Mizone beverage products in Denpasar City, the brand image is able to mediate the quality of the product against repurchase intention.
Keywords: brand image, product quality, intention to repurchase