The Influence Ofcustomer Satisfaction As A Mediation To Repurchases (Survey On White Coffee Products In Yogyakarta)

Abstract

Repurchases are purchases made by consumers second, third and so on .This
research aims to: 1. Analyze price that directly affects repurchases, 2. Analyse
brand image that directly affects repurchases, 3. price and brand image influence
on repurchases mediated by customer satisfaction. Subjects in this researchare
consumers of white coffee product in Yogyakarta. The sample uses as many as one
hundred respondents,data analysis technique uses Structural Equational Model
(SEM) with SmartPLS Program. The results of this research prove: 1. price has
influenced on repurchases, 2. brand image has influenced on repurchases, 3. price
and brand image have influenced on repurchases mediated by customer
satisfaction. The findings of this study may contribute to consumer behavior
models, onwhite coffee produtcs and Tripple duties of Higher Education.
Keywords: price, brand image, satisfaction, repurchases