Analisis Keputusan Pembelian Ulang dengan Kepuasan Pelanggan sebagai Variabel Mediasi pada Produk Berbahan Stainlees Steel Maspion Surabaya

Prasetyo, Hendra (2026) Analisis Keputusan Pembelian Ulang dengan Kepuasan Pelanggan sebagai Variabel Mediasi pada Produk Berbahan Stainlees Steel Maspion Surabaya. Masters thesis, UPN Veteran Jawa Timur.

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Abstract

Analysis of Repurchase Decisions with Customer Satisfaction as a Mediating Variable for Maspion Surabaya Stainless Steel Products ABSTRACT This study aims to analyze repurchase decisions regarding Maspion Surabaya’s stainless steel products, with customer satisfaction serving as a mediating variable. The increasingly competitive nature of the stainless steel household appliance industry requires companies to maintain product quality, build a strong brand image, and enhance customer satisfaction in order to drive consumer repurchase decisions. Therefore, this study was conducted to examine the direct and indirect relationships between the research variables. This study used a quantitative approach with an explanatory research method. The sampling technique used purposive sampling, with 105 customers of Maspion Surabaya stainless steel products as respondents. Data collection was conducted through a questionnaire using a Likert scale. The data analysis method used in this study was Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS 3.0 software. The results show that product quality can contribute to repurchase decisions. Brand image also contributes to repurchase decisions. Furthermore, product quality contributes to repurchase decisions through customer satisfaction as a mediating variable. However, brand image does not contribute to repurchase decisions through customer satisfaction. This indicates that customer satisfaction mediates the effect of product quality on repurchase decisions, but not the effect of brand image on repurchase decisions. Therefore, companies are expected to continue maintaining product quality, increasing product innovation, strengthening brand image, and enhancing customer satisfaction to maintain customer loyalty and increase repurchase decisions. Keywords: Product Quality, Brand Image, Customer Satisfaction, Repurchase Decisions, Maspion Stainless Steel.

Item Type:

Thesis (Masters)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Nur, Dhani Ichsanuddin	NIDN0724096302	dhaniin.ma@upnjatim.ac.id
Thesis advisor	Hariyana, Nanik	NIDN2110108701	nanik.hariyana.ma@upnjatim.ac.id

Subjects:

H Social Sciences > HC Economics

Divisions:

Faculty of Economic and Business > Magister Management

Depositing User:

Hendra Prasetyo

Date Deposited:

20 Jul 2026 04:46

Last Modified:

20 Jul 2026 06:41

URI:

https://repository.upnjatim.ac.id/id/eprint/55461