PENGARUH BRAND IMAGE, WORDS OF MOUTH, PROMOSI, DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG SOSIS KANZLER PADA MAHASISWA FEB UNIVERSITAS ABDURACHMAN SALEH SITUBONDO DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to analyze the influence of Brand Image, Word of Mouth, Promotion, and Product Quality on the Intention to Repurchase Kanzler Sausages among students of the Faculty of Economics and Business, Abdurachman Saleh University, Situbondo, with Consumer Satisfaction as an intervening variable. This study uses a quantitative approach with a survey method by distributing questionnaires to 85 respondents, students of the Faculty of Economics and Business, Abdurachman Saleh University, Situbondo, who have consumed Kanzler Sausages. Data analysis was carried out using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the help of the SmartPLS 3.0 application. The results showed that Brand Image has a positive and significant effect on Consumer Satisfaction, but does not have a significant effect on Repurchase Intention. Word of Mouth does not have a significant effect on Consumer Satisfaction, but has a positive and significant effect on Repurchase Intention. Promotion does not have a significant effect on Consumer Satisfaction or Repurchase Intention. Product Quality has a positive and significant effect on Consumer Satisfaction, but has a significant negative effect on Repurchase Intention. In addition, Consumer Satisfaction has a positive and significant effect on Repurchase Intention. In the indirect effect, Consumer Satisfaction was unable to mediate the relationship between Brand Image, Word of Mouth, and Promotion on Repurchase Intention. Conversely, Consumer Satisfaction was able to significantly mediate the effect of Product Quality on Repurchase Intention. The findings of this study indicate that product quality is the most influential factor in increasing consumer satisfaction and encouraging repurchase intention through the formation of satisfaction, while promotion, brand image, and word of mouth were not able to provide a significant mediating effect on repurchase intention.