THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON RE-PURCHASE INTENTION WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLES IN CONSUMERS OF SKINCARE ORIFLAME USERS – A STUDY ON STUDENTS OF NORTH SUMATRA UNIVERSITY, FACULTY OF ECONOMICS AND BUSINESS

چکیده

This study aims to determine the effect of brand image and product quality variables on repurchase intention through customer satisfaction on consumers who buy Oriflame skincare products at the University of North Sumatra. This type of research used quantitative research with a descriptive approach. In this study, the respondents were 100 students from the University of North Sumatra. Researchers collected data by distributing questionnaires to all respondents in this study. The results of descriptive statistics show that the majority of respondents expressed the perception of agreeing to all questionnaire statements distributed. The first sub-structural research results show that brand image has an effect on customer satisfaction with significance of 0.014 and product quality has an effect on customer satisfaction with significance of 0,000. The results of the second sub-structural research show that brand image influences repurchase intention with a significance of 0,000, product quality influences repurchase intention with a significance of 0.027 and customer satisfaction influences repurchase intention with a significance of 0,000. The path analysis test shows that customer satisfaction is not able to mediate between brand image and repurchase intention. On the other hand, customer satisfaction is able to mediate between product qualities and repurchase intention.

JEL: D11; D12; D21