Electronic Theses and Dissertation

Tujuan penelitian ini untuk menganalisis pengaruh aviability product, service quality, brand image produk minyak goreng Bimoli dalam menciptakan repurchase intention melalui customer satisfaction sebagai variabel mediasi pada Usaha Mikro Kecil Menengah (UMKM) di Banda Aceh. Populasi dalam penelitian ini adalah seluruh pembeli UKM di Banda Aceh yang berjumlah 200. Pengambilan sampel dil- akukan dengan teknik sensus terhadap semua konsumen di pada UKM, Hotel, Restaurant dan Kafe yang berjumlah 200 orang. Dari 7 hipotesis pengaruh langsung yang diuji yaitu ada satu yang tidak signifikan yaitu Pengaruh Brand Image terhadap customer satisfaction sehingga dapat dikatakan Brand Image pada Bimoli, khusus untuk pasar Banda Aceh tidak berperan dalam mengungkit kepuasan masyarakat, terutama konsumen minyak goreng di Banda Aceh. Bila dilihat dari 5 dimensi yang ada pada variable service quality, dimensi empathy yang memiliki nilai pengaruh terbesar dibandingkan dimensi lainnya. Setelah itu baru disusul oleh dimensi tangible dan assurance. Hasil pengujian pengaruh tidak langsung, customer satisfaction berperan sebagai partial mediating pada pengaruh product availability terhadap repurchase intention dan juga pada pengaruh service quality terhadap repurchase intention. Sedangkan pada pengaruh brand image terhadap repurchase intention, tidak terjadi pengaruh indirect.

Kata Kunci: Aviability Product, Service Quality, Brand Image, Repurchase Intention, Customer Satisfaction, Usaha Mikro Kecil Menengah (UMKM), Banda Aceh

The purpose of this study was to analyze the effect of product aviability, service quality, brand image of Bimoli cooking oil products in creating repurchase intention through customer satisfaction as a mediating variable in Micro, Small and Medium Enterprises (MSMEs) in Banda Aceh. The population in this study were all 200 SME buyers in Banda Aceh. Sampling was carried out using a census technique on all consumers in SMEs, hotels, restaurants and cafes, totaling 200 people. Of the 7 direct influence hypotheses tested, there is one that is not significant, namely the influence of Brand Image on customer satisfaction so that it can be said that Brand Image on Bimoli, specifically for the Banda Aceh market, does not play a role in leveraging community satisfaction, especially cooking oil consumers in Banda Aceh. When viewed from the 5 dimensions that exist in the service quality variable, the empathy dimension has the greatest influence value compared to other dimensions. After that, the tangible and assurance dimensions will follow. The results of the indirect influence test, customer satisfaction acts as a partial mediating on the effect of product availability on repurchase intention and also on the effect of service quality on repurchase intention. Meanwhile, on the influence of brand image on repurchase intention, there is no indirect effect. Keywords: Aviability Product, Service Quality, Brand Image, Repurchase Intention, Customer Satisfaction, Micro, Small and Medium Enterprises (MSMEs), Banda Aceh