The Influence of Product Quality on Repurchase Intention Through Customer Satisfaction as A Mediating Variable at Utun Café Magelang

Abstract

In a highly competitive business environment, product quality significantly influencescustomer satisfaction and repurchase intention. This study aims to analyze the effect of product qualityon repurchase intention with customer satisfaction as a mediating variable at Utun Café Magelang. Thisresearch employed a descriptive quantitative approach with data collected from 100 respondents usingquestionnaires. The results indicate that product quality has a positive and significant effect on customersatisfaction, contributing 68.3%, and on repurchase intention with a contribution of 73.1%. Customersatisfaction also significantly affects repurchase intention (74.3%) and partially mediates therelationship between product quality and repurchase intention. These findings emphasize the importanceof product quality in building customer loyalty and encouraging repeat purchases.