THE ROLE OF BRAND IMAGE IN MEDIATING THE EFFECT OF PRODUCT QUALITY ON REPURCHASE INTENTIONS BOKASHI RUB OIL IN DENPASAR CITY
| Main Authors: | Pradnya Dewi, Putu Andini, Rahanatha, Gede Bayu, Kerti Yasa, Ni Nyoman |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2023
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| Online Access: |
https://ojs.unud.ac.id/index.php/EEB/article/view/98732 https://ojs.unud.ac.id/index.php/EEB/article/view/98732/49573 |
Daftar Isi:
- Indonesia’s traditional medicine industry is growing rapidly. Bokashi Rub Oil is one of a traditional medicine in the form of rub oil that combines coconut arrack oil with Effective Microorganism (EM) technology. The proper strategy must be implemented by Bokashi Rub Oil to make consumers feel interested and repeat purchases. The purpose of this resesearch is to explain how product quality affect brand image and repurchase intentions. The number of samples taken as 152 respondents using a questionnaire, which was carried out in Denpasar City. A non probability sampling and purposive sampling technique were used to select the sample. Using SPSS for Windows, path analysis was used as the method of data analysis. The analylis results findings demonstrate that not all hypotheses are accepted. The effect of product quality on repurchase intentions is significant positive, the effect of brand image on repurchase intentions is significant positive. On the other hand, product quality has an insignificant positive effect on brand image, brand image is unable mediate the effect of product quality on repurchase intentions
- Industri obat tradisional Indonesia berkembang pesat. Minyak Oles Bokashi adalah salah satu obat tradisional berupa minyak oles yang menggabungkan minyak arak kelapa dengan teknologi Effective Microorganism (EM). Strategi yang tepat harus diterapkan oleh Minyak Oles Bokashi agar konsumen merasa tertarik dan mengulangi pembelian. Tujuan dari penelitian ini adalah untuk menjelaskan bagaimana kualitas produk mempengaruhi brand image dan niat beli ulang. Jumlah sampel yang diambil sebanyak 152 responden dengan menggunakan kuesioner yang dilakukan di Kota Denpasar. Teknik non-probability sampling dan purposive sampling digunakan untuk memilih sampel. Menggunakan SPSS for Windows, analisis jalur digunakan sebagai metode analisis data. Temuan hasil analisis menunjukkan bahwa tidak semua hipotesis diterima. Pengaruh kualitas produk terhadap niat beli ulang positif signifikan, pengaruh citra merek terhadap niat beli ulang positif signifikan. Sebaliknya kualitas produk berpengaruh positif tidak signifikan terhadap citra merek, citra merek tidak mampu memediasi pengaruh kualitas produk terhadap niat beli ulang.