PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP NIAT BELI KEMBALI DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI PADA PRODUK HISANA FRIED CHICKEN DI KOTA PALU

THE EFFECT OF BRAND IMAGE AND BRAND TRUST ON REPURCHASE INTENTION WITH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE ON HISANA FRIED CHICKEN PRODUCTS IN PALU CITY

Abstract

This study aims to determine how strong the influence of brand image and brand trust on repurchase intentions 
through customer satisfaction as a mediating variable on Hisana fried chicken products in Palu City. The method 
of data collection is done through distributing questionnaires to consumers who have made a minimum purchase 
of 2 times on Hisana products. Samples were taken as many as 60 respondents with purposive sampling technique. 
This study uses data analysis using SmartPLS software, which is run with computer media. The results of the t
statistical and p-value tests show that brand image, brand trust and customer satisfaction partially have a positive 
and significant effect on repurchase intention. By using path analysis, the results showed that custo