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THE EFFECTED OF BRAND AWARENESS AND PERCEIVED QUALITY ON REPURCHASE INTENTION THROUGH CUSTOMER
SATISFACTION AS MEDIATION VARIABLE ON
PRODUCTSDBD POWDER MEDAN
Nama : Juan SaktiGultom
NPM : 17 22 0076
This research was done in DBD Powder Medan, which is a company engaged in the sale of fast food powder. The purpose of this study was to determined the effected of brand awareness and perceived quality partially and simultaneously on repurchase intention mediated by customer satisfaction. The population were consumers who came and buy the company's products with an average of 3,250 consumers per month, sampling using the Slovin formula so that the number of samples were 97 respondents. The data source used primary data and the data collection technique was questionnaire. Data analysis techniques consist of data quality test, classical assumption test, path analysis and hypothesis testing
Based on the results of the study, it showed that partially brand awareness has positive but not significant effected on customer satisfaction, perceived quality has positive and significant effected on customer satisfaction. Brand awareness and perceived quality partially have significant effected on repurchase intention, and customer satisfaction has positive and significant effected on repurchase intention in DBD Powder Medan. Simultaneously showedthat brand awareness and perceived quality simultaneously have significant effected on customer satisfaction. Brand awareness, perceived quality and customer satisfaction together have positive and significant effected on repurchase intention in DBD Powder Medan. Brand awareness and perceived quality have very strong correlation to customer satisfaction at DBD Powder and the large percentage of consumer satisfaction could be explained by Brand awareness and perceived quality of 81.3% and the remaining 19.7% could be explained by other variables di not examined such as promotion, price, service and so on. Meanwhile, brand awareness, perceived quality and customer satisfaction have very strong correlation to repurchase intention in DBD Powder Medan and the percentage amount of 74.5% and the remaining 25.5% could be explained by other variables not examined.
Keywords: Brand Awareness, Perceived Quality, Customer Satisfaction, Repurchase Intention
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