Open AccessPERAN CITRA MEREK MEMEDIASI PENGARUH KEUNGGULAN PRODUK TERHADAP NIAT BELI ULANG PRODUK FASHION UNIQLO
Author(s) -
Nyoman Panji Prabawa Sunu,
Gede Bayu Rahanatha
Publication year - 2021
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2021.v10.i03.p02
Subject(s) - nonprobability sampling , brand image , path analysis (statistics) , advertising , product (mathematics) , excellence , psychology , population , business , mathematics , statistics , medicine , political science , geometry , environmental health , law
The purpose of this study was to explain and analyze the role of brand image in mediating the effect of product superiority on consumer repurchase intention. The data used in this study are primary data, namely by distributing questionnaires to all research respondents who have bought and used fashion products from Uniqlo. The population of this study are consumers who wear Uniqlo fashion products. Based on calculations with purposive sampling technique, the number of samples obtained is 110 respondents. The analysis technique used in this research is the path analysis test, single test and VAF test. The results of this study indicate that the product superiority variable has a positive and significant effect on brand image as well as repurchase intention. The brand image variable also has a positive and significant effect on repurchase intention. The variable brand image in this study affects product excellence and repurchase intention is partially positive and significant.
Keywords: product superiority, repurchase intention, brand image