PERAN KEPUASAN KONSUMEN MEMEDIASI PENGARUH BRAND IMAGE TERHADAP REPURCHASE INTENTION

ABSTRAK Tujuan penelitian ini adalah untuk memberikan penjelasan mengenai pengaruh brand image terhadap kepuasan konsumen, pengaruh brand image dan kepuasan konsumen terhadap repurchase intention, serta peranan kepuasan konsumen dalam memediasi hubungan brand image dengan repurchase intention. Penelitian ini dilangsungkan di Kota Denpasar dengan menyebarkan kuesioner kepada sampel penelitian yaitu sebanyak 112 responden yang dipilih melalui teknik purposive sampling. Indikator dari penelitian ini sebanyak 16 butir yang dianalisis menggunakan analisis Path, Uji Sobel, dan Uji VAF. Hasil dari penelitian ini menerangkan bahwa brand image berpengaruh secara positif yang juga signifikan kepada kepuasan konsumen, brand image dan juga kepuasan konsumen berpengaruh secara positif serta juga signifikan kepada repurchase intention, selanjutnya kepuasan konsumen mampu memediasi hubungan antara brand image terhadap repurchase intention. Implikasi teoritis dari penelitian ini adalah bahwa brand image dapat meningkatkan kepuasan konsumen sehingga mampu meningkatkan repurchase intention konsumen. Implikasi praktis dalam penelitian ini adalah manajemen perusahaan harus memberikan perhatian yang lebih terhadap brand image dan kepuasan konsumen karena hal tersebut merupakan faktor yang dapat memicu munculnya repurchase intention. Kata kunci: brand image, kepuasan konsumen, repurchase intention ABSTRACT The purpose of this study is to provide an explanation of the influence of brand image on consumer satisfaction, the influence of brand image and customer satisfaction on repurchase intention, and the role of consumer satisfaction in mediating the relationship between brand image and repurchase intention. This research was conducted in Denpasar city by distributing questionnaires to the research sample as many as 112 respondents who were selected through purposive sampling technique. The indicators of this study were 16 items which were analyzed using Path analysis, Sobel Test, and VAF Test. The results of this study explain that brand image has a positive effect that is also significant for consumer satisfaction, brand image and also customer satisfaction positively and significantly influence repurchase intention, then consumer satisfaction is able to mediate the relationship between brand image and repurchase intention. The theoretical implication of this study is that brand image can increase consumer satisfaction so as to increase consumer intention to repurchase. The practical implication in this research is that company management must pay more attention to brand image and customer satisfaction because this is a factor that can trigger the emergence of repurchase intention. Keywords: brand image, customer satisfaction, repurchase intention