Pengaruh Product Quality dan Brand Image Terhadap Repurchase Intention Melalui Brand Trust Sebagai Variabel Intervening (Studi Pada Konsumen Tisu Wajah Nice di Kebumen)

This study aims to analyze the effect of product quality and brand image on repurchase intention through brand trust on Nice facial tissue products in Kebumen Regency. The tests in this study include descriptive tests, validity tests, reliability, classical assumptions, hypothesis testing, correlation analysis, and path analysis. Respondents in this study amounted to 100 people who had bought and used Nice tissue products. The analysis conducted in this study used the help of SPSS version 23 software and Sobel calculator. The results of the study state that there is a positive influence between Product Quality on Brand Trust, a positive influence between Brand Image on Brand Trust, and Product Quality on Repurchase Intention. In addition, the results in this study also show that there is no influence from Brand Image on Repurchase Intention. Furthermore, Brand Trust has a significant influence on Repurchase Intention. Brand Trust can mediate Product Quality with Repurchase Intention. Brand Trust cannot mediate the effect of Brand Image on Repurchase Intention.