PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP REPURCHASE INTENTION MELALUI MEDIASI CUSTOMER SATISFACTION (Studi Pada Konsumen Sabun Mandi Lifebuoy Di Universitas Pelita Bangsa Cikarang)

One of the main daily needs of the community to stay clean and healthy is soap. Especially since the emergence of covid 19, people are now paying more attention to the importance of avoiding transmission of the virus and maintaining personal health from the people around them. Among them is Lifebuoy bath soap, which is one of the products that has become a superior product from PT Unilever Tbk representing a symbol of cleanliness and health. the purpose of this study was to examine the effect of brand image and product quality on repurchase intention through the mediation of customer satisfaction. The study used primary data and secondary data, where this research was conducted with the boundaries of the Pelita Bangsa University area with 106 respondents, namely users or consumers who have purchased Lifebuoy bath soap. The sampling technique used in this study is Nonprobability Sampling, namely the purposive sampling method. Data analysis and hypothesis testing in this study used SmartPLS software. The results in this study indicate that: 1) Brand Image carried out by Lifebuoy bath soap consumers cannot encourage Repurchase Intention. 2) Product Quality provided by Lifebuoy bath soap cannot encourage Repurchase intention. 3) Brand Image done by Lifebuoy bath soap cannot encourage the level of Customer Satisfaction. 4) The product quality provided by Lifebuoy bath soap can encourage the level of Customer Satisfaction. 5) Customer Satisfaction felt by Lifebuoy bath soap can encourage Repurchase Intention. 6) Customer satisfaction felt by Lifebuoy bath soap consumers cannot mediate brand image on Repurchase intention. 7) Customer satisfaction felt by Lifebuoy bath soap consumers can mediate product quality on Repurchase Intention in the full mediation category.