Peran Mediasi Kepuasan Konsumen Dalam Meningkatkan Pengaruh Brand Leadership Terhadap Niat Pembelian Kembali
Abstract
This study aims to determine whether consumer satisfaction mediates brand leadership on repurchase intentions. This research was conducted using a questionnaire distributed to 108 samples who are Shopee application users in Tanjung Rejo Village. The sampling technique used was non-probability sampling, namely convenience sampling. This type of research uses a quantitative approach. The data analysis technique used in this research is path analysis. The results of this study indicate that: 1) Quality variable (X1) has a positive and significant effect on Consumer Satisfaction. 2) Value variable (X2) has a positive but not significant effect on Consumer Satisfaction (Y1). 3) Innovation Variable (X3) has a positive and significant effect on Consumer Satisfaction. 4) Popularity variable (X4) has a positive and significant effect on Consumer Satisfaction (Y1). 5) Consumer Satisfaction Variable (Y1) has a positive and significant effect on repurchase intention (Y2). 6) Consumer Satisfaction mediates brand leadership on repurchase intention).
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DOI: https://doi.org/10.31289/jimbi.v4i1.1691
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