PENGARUH BRAND ASSOCIATION TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA KONSUMEN CAFE MOCITEA TEGALSARI SRAGEN

Abstract

The food and beverage industry is an industry that has quite tight competition. Changing trends require manufacturers to innovate so that their brands can survive in the market. One of the strategies carried out by the company is through the company's Brand Association and Consumer Satisfaction to create interest in repurchasing. This type of research is explanatory research using nonprobability sampling, purposive sampling and accidental sampling and a sample of 100 respondents. Data were processed using the SPSS 25 application program which was used for analysis of validity tests, reliability tests, correlation coefficients, coefficients of determination, simple linear regression, t tests and PROCESS MACRO A.F. Hayes mediation tests. The research results show that brand associations have a positive and significant effect on customer satisfaction. Meanwhile, brand association has a positive and significant influence on repurchase intention. Meanwhile, customer satisfaction influences repurchase intention, and brand association through customer satisfaction influences repurchase intention. Suggestions that can be given to Mocitea Tegalsari Sragen are that they can increase the variety of menus to be more diverse and new as well as improving quality and cleanliness because the outlet location is close to the main road, and must have new strategies to retain their customers and to attract new customers.