The Influence of Brand Image and Product Innovation on Customer Repurchase Intention through The Mediation of Customer Satisfaction Towards Indomie

Abstract

Purpose: To examine the effect of Indomie's brand image and productinnovation on repurchase intention either directly or throughcustomer satisfaction.
 Method: This study uses quantitative methods to obtain significantresults and data collection in the form of an online questionnairethrough a google Forms. The total number of respondents obtained was 153respondents with a minimum age of 17 years or more, domiciled inSurabaya, and had consumed Indomie in the last three months. The datawere then analyzed using the structural equation model techniquewith the help of PLS 4 software.
 Result: The results showed that brand image and product innovationhad a positive and significant impact on customer satisfaction andrepurchase intention, customer satisfaction had a positive andsignificant impact on repurchase intention and consumer satisfactionpartially mediated the relationship between brand image and productinnovation on repurchase intention.

Repurchase Intention of Tokopedia Customers: An Overview of The Effect of Brand Image and Electronic Word of Mouth Through Customer Satisfaction

“…al., and Putri et. al., which prove that brand image significantly affects repurchase intention through customer satisfaction[35][17]. Brand image can influence repurchase intention directly, but customer satisfaction has an important role, which…”

“…So, from the discussion above, this study will test the hypothesis: The Effect of Brand Image on Repurchase Intention Through Customer Satisfaction ustomer satisfaction can mediate the relationship between brand image and repurchase intention. Brand image can influence repurchase intention directly, but customer satisfaction has an important role that can have a more significant influence than direct influence [35]. Another study proves the role of customer satisfaction as a mediating influence on the relationship between brand image .…”

“…Customer satisfaction has a positive and significant effect on repurchase intention; companies that can fulfil what consumers want will cause satisfaction, and this satisfaction supports consumer decisions [35]. Satisfaction: This satisfaction supports consumer decisions to make repeat purchases due to the experience received by consumers.…”

“…Based on the p-value test results of 0.006 with a p-value criterion <0.05, hypothesis 3 of the effect of customer satisfaction on repurchase intention is accepted. has a positive and significant effect on repurchase intention [35][15] [32]. According to, if the satisfaction felt by consumers is high enough, this increases consumer decisions to make repeat purchases due to the experience received by consumers [35].…”

“…has a positive and significant effect on repurchase intention [35][15] [32]. According to, if the satisfaction felt by consumers is high enough, this increases consumer decisions to make repeat purchases due to the experience received by consumers [35].…”