PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI ULANG PADA SEPATU ADIDAS MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (STUDI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH YOGYAKARTA)

The purpose of the study was to analyze Brand Image and Product Quality Against Customer Satisfaction, Customer Satisfaction with Re-Buying Interest, Brand Image and Product Quality to Re-Buying Interest as well as the indirect relationship between Brand Image and Product Quality to Re-Buying Interest mediated by Customer Satisfaction. The subject of this study was a study in students of the University of Muhammadiyah Yogyakarta who had made purchases more than once. The sample in the study was 150 respondents identified by purposive sampling techniques. The analysis tool used is Structural Equation Modeling (SEM). Based on the analysis obtained results that Brand Image and Product Quality have a positive and significant effect on Customer Satisfaction, Customer Satisfaction has a positive and significant effect on Buying Interest, Brand Image and Product Quality have a positive and significant effect on Re-Buying Interest, as well as the indirect relationship between Brand Image and Product Quality has a positive and significant effect on Customer Satisfaction Mediated Re-Interest.