Authors :
Theofilus Pirri, S.S; Dr. Dipa Mulia, M.M., M.H
Volume/Issue :
Volume 5 - 2020, Issue 8 - August
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/3hwgZGI
DOI :
10.38124/IJISRT20AUG339
Abstract :
This study aims to analyze the effect of
product quality, price perception, brand image and
promotion on customer satisfaction to achieve
repurchase intention’s Fiesta chicken Nugget in
Jakarta, Indonesia. This study uses Non Probability
Sampling and purposive sampling methods with a total
of 190 respondents. Data analysis of this study is carried
out by structural equation model (SEM) analysis using
Lisrel 8.8.
The findings show that each independent variable
namely product quality, price perception, brand image
and promotion has a positive and significant influence
on customer satisfaction as intervening variable.
Customer satisfaction as intervening variable has a
positive and significant influence on repurchase
intention as dependent variable. The product quality
has the biggest influence among the four independent
variables on customer satisfaction. It is recommended
that companies should focus on increasing the value of
product quality and product price adjustments to
increase customer satisfaction and the company should
pay more intention to promotion and improve brand
image for the better. Further research by conducting
research on other variables with a larger sample is also
recommended.
Keywords :
Product Quality, Price, Brand Image, Promotion, Customer Satisfaction, Repurchase Intention, Fiesta Chicken Nugget.
This study aims to analyze the effect of
product quality, price perception, brand image and
promotion on customer satisfaction to achieve
repurchase intention’s Fiesta chicken Nugget in
Jakarta, Indonesia. This study uses Non Probability
Sampling and purposive sampling methods with a total
of 190 respondents. Data analysis of this study is carried
out by structural equation model (SEM) analysis using
Lisrel 8.8.
The findings show that each independent variable
namely product quality, price perception, brand image
and promotion has a positive and significant influence
on customer satisfaction as intervening variable.
Customer satisfaction as intervening variable has a
positive and significant influence on repurchase
intention as dependent variable. The product quality
has the biggest influence among the four independent
variables on customer satisfaction. It is recommended
that companies should focus on increasing the value of
product quality and product price adjustments to
increase customer satisfaction and the company should
pay more intention to promotion and improve brand
image for the better. Further research by conducting
research on other variables with a larger sample is also
recommended.
Keywords :
Product Quality, Price, Brand Image, Promotion, Customer Satisfaction, Repurchase Intention, Fiesta Chicken Nugget.
