PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP NIAT BELI ULANG
| Main Authors: | Santika, Ketut Joni, Mandala, Kastawan |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2019
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/47851 https://ojs.unud.ac.id/index.php/Manajemen/article/view/47851/31704 |
Daftar Isi:
- Penelitian ini dilakukan pada konsumen yang sudah pernah membeli produk minuman isotonic Mizone di Kota Denpasar. Jumlah sampel yang digunakan dalam penelitian ini adalah sebanyak 120 responden, dengan metode purposive sampling. Pengumpulan data dilakukan melalu ikuesioner. Teknik analisis yang digunakan adalah analisis jalur (path analyze). Berdasarkan Data responden yang secara langsung dapat dilihat bahwa: (1) kualitas produk berpengaruh positif dan signifikan terhadap brand image; (2) kualitas produk berpengaruh positif dan signifikan terhadap niat beli ulang; (3) brand image berpengaruh positif dan signifikan terhadap niat beli ulang; (4) brand image berperan sebagai variabel mediasi antara variabel kualitas produk dan niat beli ulang. Temuan penelitian ini menyimpulkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap brand image dan niat beli ulang konsumen terhadap produk minuman isotonic Mizone di Kota Denpasar, brand image mampu memediasi kualias produk terhadap niat beli ulang. Kata kunci:brand image, kualitas produk, niat beli ulang
- This research was conducted on consumers who have already purchased isotonic Mizone beverage products in Denpasar City. The number of samples used in this study were 120 respondents, with a purposive sampling method. Data collection was carried out through questionnaires. The analysis technique used is path analysis (analyze path). Based on respondents' data, it can be directly seen that: (1) product quality has a positive and significant effect on brand image; (2) product quality has a positive and significant effect on repurchase intention; (3) brand image has a positive and significant effect on repurchase intention; (4) brand image acts as a mediating variable between product quality variables and repurchase intention. The findings of this study conclude that product quality has a positive and significant effect on the brand image and consumer repurchase intention on isotonic Mizone beverage products in Denpasar City, the brand image is able to mediate the quality of the product against repurchase intention. Keywords: brand image, product quality, intention to repurchase