ULIL ALBAB
Vol. 2 No. 9: Agustus 2023

Peran Citra Merek Dalam Memediasi Pengaruh Kualitas Produk Terhadap Niat Beli Ulang Pada E-Commerce Sayurbox di Kota Denpasar

Kevin Bryan Anantha (Universitas Udayana)
Ni Ketut Seminari (Universitas Udayana)

Article Info

Publish Date
22 Jul 2023

Abstract

This study aims to investigate the role of brand image in mediating the relationship between product quality and consumer purchase intention in Sayurbox e-commerce. Data was collected through a survey from Sayurbox consumers in Denpasar, Bali. The analysis results indicate that product quality has a significant positive influence on repeat purchase intention. Additionally, product quality also has a positive effect on brand image. These findings suggest that products with good quality tend to form a positive brand image. Furthermore, brand image also has a positive impact on repeat purchase intention. This study provides a better understanding of the factors influencing consumer purchase intention in Sayurbox e-commerce and offers insights to enhance the shopping experience for consumers on the platform.

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JIM

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CV ULIL ALBAB CORP

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