PENGARUH KUALITAS PRODUK, DAN HARGA TERHADAP NIAT BELI ULANG DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan Jilbab Rabbani)
Abstract: The development of
Muslim fashion lately in Indonesia increasingly heard. With the development of
Muslim fashion in Indonesia is also developing jilbab brands in Indonesia. Many
brands also brand veils or hijab that exist in Indonesia. One of the famous
hijab brnd in Indonesia is Rabbani. The purpose of this study is to analyze and
discuss the effect of product quality, and price on the intention to buy back
through the satisfaction as a variable intervening. Satisfaction is measured by
some drivers of satisfaction to determine how much the level of repurchase
intention made by Rabbanis hijab customers. The sampling method is
nonprobability sampling and the sampling technique is using judgemental
sampling with a sample of 220 respondents. The population in this study is the
customer of Jilbab Rabbani who is at least 18 years old who had bought or used
the headscarf Rabbani. The measuring instrument used is a questionnaire.
Analyzer uses path analysis with AMOS 24 program. The results of this study indicate
that product quality, and price have a significant effect on satisfaction. The
quality of the product has a significant effect on the buy-back intention,
while the price has no effect on the buy-back intention. The results of this
study also show that product quality, and price have an indirect effect on the
intention of buy back and through satisfaction as intervening variable. But the
first mediation test (product quality) is proven partially while the price is
fully proven.
Keywords: product quality,
price, customer satisfaction, re-purchase intention
Penulis: SISCA JUWITA KARTIKA
DEWI, ANIK LESTARI ANDJARWATI
Kode Jurnal: jpmanajemendd180500
