The Role of Emotional Responsed As Mediators Influence of Brand Image, Product Quality and Price on Products Repurchase Intention in Sabnishop, Palu City

Abstract

This study aims to determine the role of emotional response as a mediator in the influence of brand image, product quality, and price on the intention to repurchase Sabnishop products in Palu City. The type of research used is Quantitative, this research was conducted on Sabnishop customers in Palu City with a total sample of 100 respondents. The sampling method used purposive sampling. Data collection was carried out by distributing questionnaires online. Data processing technique uses Partial Least Square with the help of SmartPLS version 3.0 software. The results of the study show that (1) Brand Image has a significant effect on Repurchase Intention (2) Product Quality has a significant effect on Repurchase Intention (3) Price has a significant effect on Repurchase Intention (4) Brand Image has a significant effect on Repurchase Intention through Emotional Response as a mediating variable (5) Product Quality has a significant effect on Repurchase Intention through Emotional Response as a mediating variable (6) Price has a significant effect on Repurchase Intention through Emotional Response as a mediating variable.