The Effect of Product Quality and Brand Image on Repurchase Intention with Customer Satisfaction as A Mediating Variable for Singin Rice Products in Selemadeg, Tabanan Regency

Purpose:This study examines the influence of product quality and brand image on repurchase intention through customer satisfaction for Singin Rice products in Selemadeg, Tabanan.Methodology:Using an explanatory research approach, the study surveyed 150 respondents who had purchased and consumed Singin Rice. Data were collected using questionnaires and analyzed with partial least squares (PLS).Findings:Product quality and brand image had significant positive effects on repurchase intention and customer satisfaction. Satisfaction also significantly affected repurchase intention and partially mediated the effects of product quality and brand image.Implication:Producers should improve rice texture, strengthen brand image and distribution availability, and consider pricing and location in future studies.