Can Brand Loyalty as Mediator Play A Role in The Influence of Perceived Quality and Brand Image on Repurchase Intention?

Abstract

Bango soy sauce is one of the popular brands that ranks first in the Top Brand Award, but has experienced a decline in the Top Brand Index value starting in 2021, indicating a decrease in consumer repurchase interest. This decline is thought to be related to perceived quality and a weakened brand image. Therefore, this study aims to analyze the effect of perceived quality and brand image on repurchase intention, with brand loyalty as a mediating variable, on consumers of Bango soy sauce in Surabaya City. Surabaya City was purposively selected as the research location, with a focus on modern retail. The sampling method uses accidental sampling with a total of 100 respondents obtained from the Cochran formula. Data analysis using Structural Equation Modeling based on Partial Least Square (SEM-PLS) through SmartPLS 4.0 software. Based on the research analysis, the results show that perceived quality and brand image have a positive and significant effect on brand loyalty. Furthermore, perceived quality and brand loyalty also have a positive and significant effect on repurchase intention. Meanwhile, although brand image has a positive effect, it has no significant effect. In addition, there is also an indirect effect between perceived quality and brand image on repurchase intention through brand loyalty.