The Effect of Product Quality and Brand Image on Repurchase Intentions Mediated by Brand Trust (Study on the Yamaha Brand in Denpasar City)

International Journal of Economics and Management Studies

© 2024 by SSRG - IJEMS Journal

Volume 11 Issue 8

Year of Publication : 2024

Authors : Made Kerta Griyadi Marto, I Putu Gde Sukaatmadja

10.14445/23939125/IJEMS-V11I8P109

How to Cite?

Made Kerta Griyadi Marto, I Putu Gde Sukaatmadja, "The Effect of Product Quality and Brand Image on Repurchase Intentions Mediated by Brand Trust (Study on the Yamaha Brand in Denpasar City)," SSRG International Journal of Economics and Management Studies, vol. 11,  no. 8, pp. 66-76, 2024. Crossref, https://doi.org/10.14445/23939125/IJEMS-V11I8P109

Abstract:

Quick changes in the industrial sector have resulted in a flood of products entering the market. Consumers have different attitudes and behaviors toward a product. The success or failure of a product is influenced by consumers' attitudes and behavior towards the product in question. This research aims to examine the effect of product quality and brand image on repurchase intention, which is mediated by brand trust. The sample size taken was 200 respondents spread across four subdistricts in Denpasar City, using a purposive sampling method with the criteria being customers who had purchased a Yamaha brand motorbike one or more. Data collection was carried out by distributing questionnaires and analyzing them using the SEMPLS analysis technique. Based on the results of the analysis, it was found that product quality and brand image had a significant positive effect on repurchase intentions. This means that the higher the product quality and the better the brand image in the minds of customers, the higher the customer's repurchase intention. The results of the analysis obtained from both analysis techniques show that brand trust can partially and fully mediate the influence of product quality and brand image on the repurchase intention of Yamaha brand motorcycles in Denpasar City.

Keywords:

Product quality, Brand image, Brand trust, Repurchase intention.

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