PENGARUH KUALITAS PRODUK TERHADAP MINAT BELI ULANG DENGAN VARIABLE MEDIASI KEPUASAN PADA PENGGUNA APLIKASI SHOPEE MAHASISWA UNIKA MUSI CHARITAS PALEMBANG

This study aims to determine whether satisfaction plays a role in mediating the effect of product quality on repurchase intention. The population in this study were UKMC students who had active Shopee accounts, while the sample in this study were 90 respondents who had met the criteria that had been set by using purposive sampling. This study uses two ways in testing the hypothesis, namely by using t-test and Path Analysis. The results of the t-test indicate that there is an influence between product quality and repurchase intention, so that H is accepted. Then, the test results show that there is an influence between Product Quality on Satisfaction, so H is accepted. Then, the test results show that there is an influence between the satisfaction of Shopee users at UKMC on repurchase interest, so that H is accepted. Furthermore, in testing using path analysis, the results show that there is an indirect effect of satisfaction in mediating the effect of product quality and repurchase intention. Keywords: Product Quality, Repurchase Interest, Shopee user satisfaction at UKM