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The Role of Customer Satisfaction as Mediating Variable on the Effect of Brand Image towards Coffee Shop Customer’s Repurchase Intention

Author

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  • Ketut Ayu Mas Adistania Putri

    (Udayana University, Indonesia)

  • Ni Nyoman Kerti Yasa

    (Udayana University, Indonesia)

Abstract

This study aims to analyze the role of consumer satisfaction in mediating the effect of brand image on repurchase intention of Kopi Kulo customers in Denpasar, Bali, Indonesia with a sample of 100 people through purposive sampling. Data was collected using a questionnaire and then analyzed using path analysis. The results showed that brand image and consumer satisfaction had a positive and significant effect on repurchase intention, brand image had a positive and significant effect on consumer satisfaction, and consumer satisfaction partially mediated the relationship between brand image and repurchase intention.

Suggested Citation

  • Ketut Ayu Mas Adistania Putri & Ni Nyoman Kerti Yasa, 2022. "The Role of Customer Satisfaction as Mediating Variable on the Effect of Brand Image towards Coffee Shop Customer’s Repurchase Intention," European Journal of Business and Management Research, European Open Science, vol. 7(2), pages 149-154, March.
    • Handle: RePEc:epw:ejbmr0:v:7:y:2022:i:2:id:51271
    DOI: 10.24018/ejbmr.2022.7.2.1271
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