Pengaruh Citra Merek dan Kualitas Produk terhadap Niat Pembelian Ulang Melalui Kepuasan Konsumen Toyota Avanza dDi Kota Surabaya

This study aims to examine and analyze the effect of Brand Image and Product Quality on Customer Satisfaction and to examine and analyze the effect of Brand Image on Product Quality and Product Quality on Repurchase Intention. This research is a survey one with quantitative data which is further processed through a statistical technique. The data source in this study was a questionnaire with Likert scale. The questionnaire was distributed to as many as 115 respondents using purposive sampling technique. The data analysis technique used in this study is the path analysis technique within Warp-PLS program. The results showed that Brand Image has a direct and significant effect on Customer Satisfaction. Product quality has a direct and significant effect on consumer satisfaction. Product quality has a significant direct and significant effect on Repurchase Intentions significantly. Brand Image has a direct but not significant effect on Customer Satisfaction. Consumer Satisfaction has a direct and significant effect on Repurchase Intention. Keywords: Brand Image, Product Quality, Product Quality, Customer Satisfaction, Purchase Intention