ANALISIS FAKTOR PERCEIVED QUALITY, PERCEIVED PRICE DAN PRODUCT VARIETY TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI PADA KONSUMEN SAKHA BOUTIQE PONOROGO

This study aims to examine and analyze the influence of perceived quality, perceived price, and product variety on repurchase intention, with customer satisfaction serving as a mediating variable. A quantitative approach utilizing a survey method was employed. Data were collected by distributing questionnaires to consumers who had previously made a purchase at Sakha Boutique Ponorogo. Purposive sampling was used to select the 100 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) via SmartPLS version 4.1.0.9. The results indicate that perceived quality, perceived price, and product variety have a positive and significant effect on customer satisfaction. Perceived price has a positive and significant effect on repurchase intention; however, perceived quality and product variety do not have a significant effect on repurchase intention. Furthermore, customer satisfaction has a positive and significant effect on repurchase intention; it mediates the relationship between perceived quality and repurchase intention, as well as between product variety and repurchase intention, but does not mediate the relationship between perceived price and repurchase intention. These findings indicate that increasing customer satisfaction and implementing appropriate pricing strategies are crucial factors in driving consumer repurchase intention.