The Influence of Product Quality and Brand Image on Repurchase Intention
The Mediating Role of Customer Satisfaction
Keywords:
Product Quality, Brand Image, Customer Satisfaction, Repurchase Intention, MixueAbstract
This study aims to analyze the influence of product quality and brand image on repurchase intention for Mixue Ice Cream & Tea products, with a specific focus on the mediating role of customer satisfaction. This research employed a quantitative approach using a structural equation model with partial least squares (PLS-SEM). The sample consisted of 105 Mixue consumers in Kupang, Indonesia, selected through quota sampling. Data was collected via a structured questionnaire and analyzed using SmartPLS 4 to evaluate both the measurement model (outer model) and the structural model (inner model). The results indicate that product quality has a significant and strong positive influence on repurchase intention (β = 0.551, p < 0.001) and customer satisfaction (β = 0.386, p = 0.001). Brand image also shows a significant positive effect on both repurchase intention (β = 0.373, p = 0.010) and customer satisfaction (β = 0.360, p = 0.001). Unexpectedly, customer satisfaction demonstrates a significant negative influence on repurchase intention (β = -0.379, p = 0.005). Furthermore, customer satisfaction was found to negatively mediate the relationship between both product quality and brand image on repurchase intention. The findings provide crucial insights for Mixue's management, emphasizing that while product quality and brand image are direct drivers of repurchase, customer satisfaction does not automatically translate into repeat purchases in this specific market context. Strategies should focus on maintaining consistent product quality while exploring other factors beyond mere satisfaction to foster true customer loyalty. This study contributes to consumer behavior literature by examining these relationships in the context of a rapidly expanding international F&B franchise in an emerging market. The counter-intuitive finding regarding the negative effect of customer satisfaction highlights the complexity of consumer decision-making and suggests the presence of other contextual variables that warrant further investigation.
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