PENGARUH PRODUCT QUALITY TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA PELANGGAN SUSU UHT ULTRAMILK DI KOTA CIMAHI

This study aims to examine the effect of product quality on repurchase intention with customer satisfaction as a mediating variable among UHT Ultramilk customers in Cimahi City. The respondents consisted of 120 customers selected using purposive sampling, namely those who had purchased the product at least twice in the past month. Data were collected using a questionnaire that passed validity and reliability tests. Data analysis was conducted using simple and multiple linear regression with SPSS version 23, along with the Sobel test to assess the mediating effect. The results indicate that three out of four proposed hypotheses were supported by empirical data, and customer satisfaction was found to mediate the relationship between product quality and repurchase intention. These findings provide practical implications for UHT milk companies in formulating strategies to enhance product quality and encourage repeat purchases