Pengaruh Brand Image dan E-Service Quality terhadap Repurchase Intention dan Customer Satisfaction  sebagai Variabel Mediasi (Studi tentang Produk  Sepatu Merek Ventela)

Dyan Ameta Purnamasari; ⁠Osly Usman; Agung Dharmawan Buchdadi

Authors

Dyan Ameta Purnamasari Universitas Negeri Jakarta
⁠Osly Usman Universitas Negeri Jakarta
Agung Dharmawan Buchdadi Universitas Negeri Jakarta

Keywords:

Citra Merek, Kualitas Pelayanan Elektronik, Kepuasan Pelanggan, Niat Pembelian Berulang

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan e-service quality terhadap repurchase intention dengan customer satisfaction sebagai variabel mediasi pada konsumen sepatu Ventela di Jakarta. Metode yang digunakan adalah penelitian kuantitatif dengan penyebaran kuesioner kepada 254 responden yang dipilih melalui purposive sampling. Data dianalisis menggunakan Structural Equation Modeling (SEM) berbantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa brand image dan e-service quality berpengaruh positif signifikan terhadap customer satisfaction dan repurchase intention. Customer satisfaction terbukti memediasi hubungan antara brand image dan e-service quality terhadap repurchase intention.

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