The Influence of Product Quality on Repurchase Intention for Frestea Tea Packaged Drinks in Bandung City with Consumer Satisfaction as an Intervening Variable
DOI:
https://doi.org/10.55927/fjmr.v5i9.188Keywords:
Product Quality, Consumer Satisfaction, Repurchase Intention, Frestea TeaAbstract
This research investigates how product quality influences the repurchase intention of Frestea bottled tea beverages in Bandung City, utilizing consumer satisfaction as a mediating variable. A quantitative approach combined with a survey method was employed for this study. The research instrument is compiled based on indicators of product quality, consumer satisfaction, and repurchase intention that have passed validity and reliability tests. The research data was obtained by distributing questionnaires to Frestea Tea consumers in Bandung City who are at least 17 years old and have consumed Frestea Tea at least once in the past month. This study involved 110 respondents selected through a purposive sampling technique. Data were analyzed using descriptive statistics, classical assumption tests, simple and multiple linear regression, and the Sobel test to evaluate the mediation effect via SPSS version 25. The findings are expected to demonstrate that product quality positively and significantly affects both consumer satisfaction and repurchase intention, that consumer satisfaction significantly drives repurchase intention, and that consumer satisfaction successfully mediates the relationship between product quality and repurchase intention for Frestea bottled tea in Bandung City.
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