PENGARUH BRAND IMAGE, WORD OF MOUTH, PRICE, DAN PROMOSI TERHADAP MINAT BELI ULANG TEH BOTOL SOSRO PADA MASYARAKAT SITUBONDO DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

Abstract

The increasingly competitive ready-to-drink beverage industry requires companies to maintain consumers' repurchase intention through various marketing strategies. This study aims to analyze and examine the influence of Brand Image, Word of Mouth, Price, and Promotion on the Repurchase Intention of Teh Botol Sosro among the community of Situbondo, with Customer Satisfaction as an intervening variable. This study employed a quantitative approach using a survey method by distributing questionnaires to 110 respondents who were consumers of Teh Botol Sosro. The research population consisted of people in Situbondo who had consumed Teh Botol Sosro. The sampling technique used was purposive sampling. Data analysis and hypothesis testing were conducted using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 3.0 software. The results indicate that Brand Image, Word of Mouth, and Price have a positive but insignificant effect on Customer Satisfaction, while Promotion has a positive and significant effect on Customer Satisfaction. Brand Image has a negative but insignificant effect on Repurchase Intention, whereas Word of Mouth, Price, and Promotion have positive but insignificant effects on Repurchase Intention. Customer Satisfaction has a positive and significant effect on Repurchase Intention. Furthermore, the indirect effect analysis shows that Brand Image, Word of Mouth, and Price do not have a significant effect on Repurchase Intention through Customer Satisfaction, whereas Promotion has a positive and significant effect on Repurchase Intention through Customer Satisfaction.