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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived quality, brand satisfaction, dan Perceived price terhadap keputusan pembelian ulang (repurchase decision) dengan Brand loyalty  sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan data dari 224 responden yang diperoleh melalui survei. Analisis data dilakukan menggunakan metode Partial Least Square-Structural Equation Modeling(PLS-SEM) melalui software SmartPLS. Hasil penelitian menunjukkan bahwa perceived quality dan Perceived price memiliki pengaruh signifikan terhadap Brand loyalty , sementara brand satisfaction tidak berpengaruh signifikan. Brand loyalty  terbukti memiliki pengaruh langsung yang signifikan terhadap keputusan pembelian ulang dan juga memediasi hubungan antara perceived quality dan Perceived price dengan keputusan pembelian ulang. Namun, brand satisfaction tidak memiliki pengaruh langsung maupun tidak langsung terhadap keputusan pembelian ulang. Penelitian ini memberikan implikasi praktis bahwa perusahaan perlu fokus meningkatkan persepsi kualitas dan persepsi harga produk untuk memperkuat loyalitas merek, yang pada akhirnya dapat mendorong keputusan pembelian ulang. Selain itu, studi ini memberikan kontribusi teoretis dengan menyoroti peran mediasi Brand loyalty  dalam hubungan antara variabel yang diteliti.

Keywords

perceived quality; brand satisfactio; perceived price

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How to Cite
Dian Puspita Sari, & Sri Padmantyo. (2025). Pengaruh Perceived Quality, Brand Satisfaction, dan Perceived Price Terhadap Repurchase Decision dengan Brand Loyalty sebagai Variabel Mediasi. Paradoks : Jurnal Ilmu Ekonomi, 8(1), 331–345. https://doi.org/10.57178/paradoks.v8i1.1095
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