The Role of Brand Image Mediating the Effect of Product Quality on Repurchase Intention

Repurchase intention is a consumer action to buy back a product because of the satisfaction received after the previous purchase; so that consumers feel satisfied a company needs to pay attention to the factors that affect the repurchase intention. This study aims to determine the role of brand image to mediate the effect of product quality on the re-purchase intention on Adidas brand shoes in Denpasar City. This research was conducted in Denpasar City area by disseminating 120 questionnaires. Data collection method used is purposive sampling method. Data collection is done through the spread of questionnaires online and offline in the field. The analysis technique used is path analysis. Based on the results of research show that product quality has positive and significant effect to brand image. Product quality has a positive and significant effect on the repurchase intention. Brand image has a positive and significant effect on the repurchase intention. Brand image as a mediation variable has significant effect through product quality to repurchase intention by partial.