Analisis Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Minat Beli Ulang dengan Kepuasan Pelanggan sebagai Variabel Intervening pada Pelanggan Produk Skincare MS Glow (Studi pada Masyarakat di Kabupaten Labuhanbatu Utara)

Abstract

The objective of the research is to analyze the effects of the variables of product quality, price, and brand image on repurchase intention with customer satisfaction as intervening variable in Skincare product of MS Glow (A Study on the People of Labuhanbatu Utara Regency). The research uses quantitative approach with associative design. The data consist of primary and secondary data gathered by conducting documentary study and questionnaire, using Likert Scale. The samples are 170 people in Labuhanbatu Utara Regency with the minimum age of 18. taken by using accidental sampling technique. The gathered data are analyzed by using descriptive statistic analysis and path analysis, using Smart PLS software. The result of the research shows that, directly, product quality and brand image have positive and significant effects on customer satisfaction, price hand positive and insignificant effects on customer satisfaction. The variables of product quality and price directly have positive and significant effects on repurchase intention while brand image has positive and insignificant effects on repurchase intention. The variable of customer satisfaction has positive and significant effects on repurchase intention. Indirectly. product quality and brand image, through customer satisfaction, had positive and significant effects on the repurchase intention while price, through customer satisfaction, has positive and insignificant effects on repurchase intention.