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.
