The Influence of Product Quality and Brand Image Through Customer Satisfaction and Its Implications on Repurchases Intention of Retail Products at PT Aerofood Indonesia Balikpapan Unit

  ABSTRACT : The purpose of this study is to analyze and prove the influence of product quality on customer satisfaction, the influence of brand image on customer satisfaction, the influence of product quality on repurchases intention, the influence of brand image on repurchases intention, customer satisfaction as a mediator between product quality and repurchases intention, and customer satisfaction as a mediator between brand image and repurchases intention. The sampling technique in this study used a nonprobability sampling technique, namely the purposive sampling method with a sample size of 128 respondents via Google Form. The data analysis technique used is the SEM (Structural Equation Modeling) method with PLS (Partial Least Squares) using Smart PLS 4.0 software. The results of the study show that product quality has a positive and significant effect on customer satisfaction, brand image has a positive and significant effect on customer satisfaction, product quality has a positive and significant effect on repurchases intention, and brand image has a negative and insignificant effect on repurchases intention. This study also found that customer satisfaction positively and significantly mediates the relationship between both product quality and brand image with repurchases intention.

KEYWORDS – Product Quality, Brand Image, Customer Satisfaction, Repurchases Intention.