PENGARUH KUALITAS PRODUK TERHADAP MINAT BELI ULANG YANG DIMEDIASI OLEH KEPUASAN PELANGGAN PADA PRODUK MINUMAN BERVITAMIN MEREK YOU C1000 DI KOTA BANDUNG

Authors

  • Naufal Muhammad Shidqi Universitas Jenderal Achmad Yani
  • Abdul Ahmad Hafid Nurmansyah

Keywords:

Product quality, Customer sarisfaction, Repurchase intention

Abstract

The aim of this research is to examine the effect of product quality on repurchase intention which is mediated by customer satisfaction of vitamin drink in the YOU C1000 brand packaging in the city of Bandung. The instrument in this research has been declared to have passed the validity test and reliability test. This instrument was used as a data collection tool from respondents aged 16 years and over who had consumed the YOU C1000 brand of vitamin drink, which was the object assessed in this study, as many as 119 people. The data collection technique used was convenience sampling which is included in non-probability sampling. The data analysis technique used is multiple linear regression using SPSS version 24 tools and using a Sobel test calculator. Of the four research hypotheses proposed, all are supported by empirical data. The findings of this research show that customer satisfaction can mediate the influence of product quality on repurchase intention. The results of this research are also useful for the management of the object being assessed and the similar food and beverage industry regarding designing strategies that are relevant to improving the quality of these attributes

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Published

2024-12-30

Issue

Vol. 9 No. 1 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi

Section

Articles

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