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The Impact of Product Quality and Brand Image on Repurchase Intention Through Customer Satisfaction

APTISI Transactions on Management (ATM) · Vol. 8 No. 1 (2023) · pp. 1–13

DOI
10.33050/atm.v8i1.2135
ISSN
2622-6804, 2622-6812
Published
2023-10-16
Publisher
Pandawan
Language
en
License
creativecommons.org/licenses/by-sa/4.0

Abstract

The importance of repurchasing intention indicates a product's success or failure in the market. This study aimed to determine and analyze the effect of product quality and brand image on repurchase intention through consumer satisfaction with Scarlett Whitening products. The data processing method in this study used the Structural Equation Modeling (SEM) modeling equation with a total of 135 respondents. This study uses a quantitative analysis approach that adopts Partial Least Square (PLS). This study uses inferential statistical data analysis. The first finding is that product quality positively affects customer satisfaction. The brand image on customer satisfaction is declared influential or accepted. Product quality has a positive effect on repurchase intention and is accepted. The effect of brand image on repurchase intention is declared to have no effect, or the hypothesis is proven to be rejected. Customer satisfaction has a positive effect on repurchase intention. The results empirically prove if product quality affects repurchase intention, mediated by consumer satisfaction. Brand image has a positive effect on repurchase intention mediated by consumer satisfaction. This study has implications for management that a good brand image of Scarlett body lotion will generate fame or can be said to attract consumers' attention, and quality Scarlett body lotion products will also increase consumer repurchases.

Keywords

Collaboration network of the authors

24 authors · 58 co-authorship links

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Co-authorOrganisationJoint articles
Unggul PurwohediAffiliation unknown2
SaukaniAffiliation unknown2
Syamsul HidayatAffiliation unknown2
Dita IndriyaniAffiliation unknown1
Andriyansah AndriyansahAffiliation unknown1
Lukita PashaAffiliation unknown1
Felix SutisnaAffiliation unknown1
Alexander WilliamAffiliation unknown1
Dwi ApriliasariAffiliation unknown1
Corry YohanaAffiliation unknown1
Amitkumar DudhatAffiliation unknown1
Desy PrastyaniAffiliation unknown1
Nila D. SantiagoAffiliation unknown1
Saukani SaukaniAffiliation unknown1
Sita Husnul KhotimahAffiliation unknown1
Ratna Tri Hari SafariningsihAffiliation unknown1
Fajar Gumilang KosasihAffiliation unknown1
Sari BudiartiAffiliation unknown1
Shindy DevyaniAffiliation unknown1
Richard Andre SunarjoAffiliation unknown1
Dwi AndayaniAffiliation unknown1
Chua Toh HuaAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ijc.ilearning.co/ATM/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">The Impact of Product Quality and Brand Image on Repurchase Intention Through Customer Satisfaction</dc:title>
	<dc:creator xml:lang="en">Mulyaningsih, Putri</dc:creator>
	<dc:creator xml:lang="en">Meria, Lista</dc:creator>
	<dc:creator xml:lang="id">Meria, Lista</dc:creator>
	<dc:subject xml:lang="en">Product Quality</dc:subject>
	<dc:subject xml:lang="en">Customer Satisfaction</dc:subject>
	<dc:subject xml:lang="en">Brand Image</dc:subject>
	<dc:subject xml:lang="en">Repurchase Intention</dc:subject>
	<dc:description xml:lang="en">The importance of repurchasing intention indicates a product's success or failure in the market. This study aimed to determine and analyze the effect of product quality and brand image on repurchase intention through consumer satisfaction with Scarlett Whitening products. The data processing method in this study used the Structural Equation Modeling (SEM) modeling equation with a total of 135 respondents. This study uses a quantitative analysis approach that adopts Partial Least Square (PLS). This study uses inferential statistical data analysis. The first finding is that product quality positively affects customer satisfaction. The brand image on customer satisfaction is declared influential or accepted. Product quality has a positive effect on repurchase intention and is accepted. The effect of brand image on repurchase intention is declared to have no effect, or the hypothesis is proven to be rejected. Customer satisfaction has a positive effect on repurchase intention. The results empirically prove if product quality affects repurchase intention, mediated by consumer satisfaction. Brand image has a positive effect on repurchase intention mediated by consumer satisfaction. This study has implications for management that a good brand image of Scarlett body lotion will generate fame or can be said to attract consumers' attention, and quality Scarlett body lotion products will also increase consumer repurchases.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2023-10-16</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ijc.ilearning.co/ATM/article/view/2135</dc:identifier>
	<dc:identifier>10.33050/atm.v8i1.2135</dc:identifier>
	<dc:source xml:lang="en">APTISI Transactions on Management (ATM); Vol. 8 No. 1 (2024): January; 1-13</dc:source>
	<dc:source xml:lang="id">APTISI Transactions on Management (ATM); Vol 8 No 1 (2024): January; 1-13</dc:source>
	<dc:source>2622-6804</dc:source>
	<dc:source>2622-6812</dc:source>
	<dc:source>10.33050/atm.v8i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://ijc.ilearning.co/ATM/article/view/2135/781</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Putri Mulyaningsih, Lista Meria (Author)</dc:rights>
	<dc:rights xml:lang="en">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>