THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON REPEAT PURCHASE WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN NIKE SHOE PRODUCTS (A CASE STUDY OF UMSU STUDENTS)

Abstract

This study aims to analyze the influence of product quality and price on repeat purchase through customer satisfaction as an intervening variable in Nike shoe products (a case study of students at Universitas Muhammadiyah Sumatera Utara). The research method used in a quantitative approach with an associative research type. Data were collected through interviews and questionnaire distributed to respondents and analyzed using a structural equation model (SEM) based on Partial Least Square (PLS). the results show that product quality and price have a significant effect on repeat purchase and customer satisfaction. In addition, customer satisfaction has a significant effect on repeat purchase and is able to mediate the relationship between product quality and price on repeat purchase. This indicates that repeat purchase behaviour is influenced not only directly by product quality and price, buat also indirectly through the level of customer satisfaction felt by consumers. Therefore, improving product quality and setting appropriate pricing strategies are essential tp enhance customer satisfaction and encourage repeat purchases.