PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG KONSUMEN EYEBROW PENCIL MEREK VIVA DI SURABAYA

Reita Rahayu santoso

Abstract


Abstrak: Tujuan penelitian ini adalah menjelaskan pengaruh brand image dan product quality terhadap repurchase intention pada eyebrow pensil merek Viva. Jenis penelitian ini adalah penelitian kuantitatif denagn desain kausal. Variabel penelitian adalah: brand image. Product quality, dan repurchase intention. Jumlah sampel dalam penelitian ini sebanyak 138 responden. Teknik analisis data meliputi: uji validitas, uji reliabilitas, asumsi klasik regresi. Teknik pengujian hipotesis menggunakan uji F dan uji t. Temuan penelitian ini menunjukkan bahwa brand image terbukti berpengaruh signifikan terhadap repurchase intention, dan product quality terbukti berpengaruh signifikan terhadap repurchase intention.


Keywords


Brand Image, Product Quality, Repurchase Intention, Eyebrow Pensil Merek Viva

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