Prediksi Kualitas Produk, Citra Merek Dan Kepuasan Pelanggan Terhadap Intensi Membeli Kembali

Chandra Yudha Cahyadi, Keni Keni
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Abstract

The purpose of this study is to examine whether product quality, brand image, and customer satisfaction can predict repurchase intention. The number of samples used in this study were 150 respondents. This type of research is descriptive research. The data collection in this study used cross-sectional method. in which non-probability sampling was conducted with convenience sampling method. The data was analyzed by using the Smart Partial Least Square (PLS) software version 3.00. The results of this study indicate that product quality can be used to positively predict repurchase intention, brand image can’t be used to predict repurchase intention, customer satisfaction can be used to positively predict repurchase intention.

 

Penelitian ini bertujuan untuk menguji apakah citra merek, kualitas produk, dan kepuasan pelanggan dapat memprediksi intensi membeli kembali. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 150 responden. Jenis penelitian ini adalah penelitian deskriptif, Pengumpulan data dilakukan secara cross-sectional dengan teknik pengambilan sampel berupa nonprobability sampling, yaitu convenience sampling. Analisis data dilakukan dengan menggunakan software Smart Partial Least Square (PLS) versi 3.00. Hasil dari penelitian ini menunjukkan kualitas produk secara positif dapat digunakan untuk memprediksi intensi membeli kembali, citra merek tidak dapat digunakan untuk memprediksi intensi membeli kembali, kepuasan pelanggan secara positif dapat digunakan untuk memprediksi intensi membeli kembali.

Keywords

brand image; product quality; customer satisfaction; repurchase intention; citra merek; kualitas produk; kepuasan pelanggan; intensi membeli kembali

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