ANALYSIS OF REPURCHASE DECISIONS WITH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE FOR MASPION SURABAYA STAINLESS STEEL PRODUCTS
DOI:
https://doi.org/10.51878/academia.v6i3.14036Keywords:
Kualitas Produk, Citra Merek, Kepuasan Pelanggan, Keputusan Pembelian UlangAbstract
ABSTRACT
This study aims to analyze the influence of product quality and brand image on repurchase decisions for Maspion Surabaya’s stainless steel products, with customer satisfaction serving as a mediating variable. The study is motivated by the increasing competition in the stainless steel household appliance industry, which requires companies to maintain product quality, strengthen brand image, and enhance customer satisfaction to encourage repurchase decisions. This research employed a quantitative approach using an explanatory research design. A total of 105 customers of Maspion Surabaya’s stainless steel products were selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 software. The findings reveal that both product quality and brand image have significant effects on repurchase decisions. Furthermore, customer satisfaction mediates the relationship between product quality and repurchase decisions. However, customer satisfaction does not mediate the relationship between brand image and repurchase decisions. These findings indicate that product quality plays a crucial role in enhancing customer satisfaction, which subsequently encourages repurchase decisions, while brand image influences repurchase decisions directly rather than indirectly through customer satisfaction. Therefore, the company should maintain product quality, improve product innovation, strengthen its brand image, and enhance customer satisfaction to sustain customer loyalty and increase repurchase decisions.
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan citra merek terhadap keputusan pembelian ulang produk stainless steel Maspion Surabaya dengan kepuasan pelanggan sebagai variabel mediasi. Penelitian ini dilatarbelakangi oleh meningkatnya persaingan industri peralatan rumah tangga berbahan stainless steel yang menuntut perusahaan untuk mempertahankan kualitas produk, membangun citra merek yang kuat, serta meningkatkan kepuasan pelanggan guna mendorong keputusan pembelian ulang. Penelitian menggunakan pendekatan kuantitatif dengan metode explanatory research. Sampel penelitian berjumlah 105 pelanggan produk stainless steel Maspion Surabaya yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner dengan skala Likert dan dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa kualitas produk dan citra merek berpengaruh terhadap keputusan pembelian ulang. Selain itu, kepuasan pelanggan terbukti memediasi pengaruh kualitas produk terhadap keputusan pembelian ulang. Sebaliknya, kepuasan pelanggan tidak mampu memediasi pengaruh citra merek terhadap keputusan pembelian ulang. Temuan ini menunjukkan bahwa kualitas produk merupakan faktor utama dalam meningkatkan kepuasan pelanggan yang pada akhirnya mendorong keputusan pembelian ulang, sedangkan citra merek memberikan pengaruh secara langsung tanpa melalui kepuasan pelanggan. Oleh karena itu, perusahaan perlu mempertahankan kualitas produk, meningkatkan inovasi, memperkuat citra merek, serta mengoptimalkan kepuasan pelanggan untuk menjaga loyalitas dan meningkatkan pembelian ulang.
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