The Customer Satisfaction Mediates Product Quality and Brand Image on Repeat Purchase Intention (Case Study: 2Tang Tea at PT Perkebunan Teh Assam Jayanegara Indah Sukabumi)

Rima Febriyanti Nurfalah; Yulianingsih; Chandra Ayu Pramestidewi

doi:10.59890/ijels.v3i5.34

Authors

Rima Febriyanti Nurfalah Universitas Djuanda
Yulianingsih Universitas Djuanda
Chandra Ayu Pramestidewi Universitas Djuanda

DOI:

https://doi.org/10.59890/ijels.v3i5.34

Keywords:

Product Quality, Brand Image, Customer Satisfaction, Repeat Purchase Intention

Abstract

This study aims to examine the influence of product quality and and brand image on repurchase intention through customer satisfaction as intervening variable on 2Tang Tea at PT Perkebunan Teh Assam Jayanegara Indah Sukabumi. The population in this study were 2Tang tea consumers with a selected sample of 100 people using the Lemeshow formula. Data collection methods through interviews, filling out questionnaires, and observation. Data analysis using part analysis with the help of SPSS software version 25.00. The results showed that product quality and brand image have a positive and significant effect on customer satisfaction. Product quality, brand image and customer satisfaction also have a positive and significant effect on repurchase intention. Sobel test results also found that product quality and brand image affect repurchase intention through customer satisfaction.

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