Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Citra Merek terhadap Minat Beli Ulang pada Sepatu Nike Running di Semarang melalui Kepuasan Pelanggan sebagai Variabel Intervening
Abstract:The aim of this study
is to analyse the effects of the product quality, the service quality, and the
brand image towards consumers’ repurchase intention of Nike running shoes by
using customer’s satisfaction as this study’s mediator variable (intervening)
of Nike running consumers in Semarang. The quality of Nike running shoes is
what attracts the consumers to repurchase another Nike shoes as well as what
satisfies them. The strategy used by Nike to maintain its brand image is to do
innovations by developing design and material to create an excellent running
shoes product. A company which is able to maintain its service quality is of
course able to maintain its consumers by constantly making them satisfied by
its products. The sample of this study is taken using non probability sampling,
which are the people who have previously bought Nike running shoes in Semarang.
Data are collected of 150 Nike running shoes consumers with questionnaire
technique. This study uses maximum likelihood as an analysis method by using
Amos program version 22.0. The analysis results show that the product quality,
the service quality, and the brand image have positive and significant impacts
on consumers’ satisfaction. The product quality and the service quality have
negative and insignificant impacts on consumers’ repurchase intention. The
brand image has positive and significant impacts on consumers’ repurchase
intention. While the brand image has negative and insignificant impacts on
consumers’ repurchase intention.
Keywords: product quality,
service quality, brand image, consumers satisfaction, repurchase intention,
apparel
Penulis: Afif Ghaffar Ramadhan,
Suryono Budi Santosa
Kode Jurnal: jpmanajemendd170856
