The Roleof Brand ImageMediates The Effectof ProductQualityon RepurchaseDecisionofGuluGuluDrinkin Denpasar City

Published by AJHSSR Journal at January 17, 2021

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ABSTRACT : Quality products will provide satisfaction for consumers and encourageconsumerstomakerepurchases. Previousresearchstillshowsinconsistencies in results, itissuspectedthatthere arevariablesthatmediatetheeffectofproductqualityonrepurchasedecisions, namelybrandimage. This studyaimstoexplaintheroleofbrandimage inmediatingtheeffectofproductqualityonrepurchasedecisionsmadeattheGuluGulubeveragecompany in DenpasarCity byconducting a pre-surveyto 20 respondents. Thisresearchis a causalassociativeresearch. The data in thisstudy were collectedusing a questionnairesurveyandmeasuredusing a Likertscale. Thesamplewasdeterminedusingpurposive sampling of 110 people. The dataanalysistechniqueusedisdescriptivestatisticsandinferentialstatisticsincludingclassicalassumptiontestsandpathanalysis. Thisresearchshowsthatproductqualityandbrandimagehave apositiveandsignificanteffectonrepurchasedecisions, andproductquality has apositiveandsignificanteffectonthebrandimageofGuluGuludrinks in Denpasar City andtheroleofbrandimage inmediatingtheeffectofproductqualityonrepurchasedecisionsispartialmediation.

Keywords:Product Quality, Brand Image, Repurchase Decisions