Abstract
This research was conducted on consumers who have already purchased isotonic Mizone beverage products in Denpasar City. The number of samples used in this study were 120 respondents, with a purposive sampling method. Data collection was carried out through questionnaires. The analysis technique used is path analysis (analyze path). Based on respondents' data, it can be directly seen that: (1) product quality has a positive and significant effect on brand image; (2) product quality has a positive and significant effect on repurchase intention; (3) brand image has a positive and significant effect on repurchase intention; (4) brand image acts as a mediating variable between product quality variables and repurchase intention. The findings of this study conclude that product quality has a positive and significant effect on the brand image and consumer repurchase intention on isotonic Mizone beverage products in Denpasar City, the brand image is able to mediate the quality of the product against repurchase intention.
 Keywords: brand image, product quality, intention to repurchase
Highlights
This research was conducted on consumers
The number of samples used in this study were
brand image acts as a mediating variable between product quality variables and repurchase intention
Summary
Tabel 1. menggambarkan hasil survetop brand award menunjukan bahwa produk minuman isotonik Pocari Sweat berada pada peringkat 1 (satu), dengan perolehan Top brand index sebesar 63,4 persen, selanjutnya Mizone berada di posisi kedua sebesar 26,2 persen, dan di susul oleh Fatigon Hydro sebesar 1,9 persen. Berdasarkan Penelitian yang dilakukan Wijaya (2015) juga menunjukkan bahwa sikap positif konsumen terhadap suatu merek dapat meningkatkan niat beli ulang konsumen atau produk tersebut.Hal ini terjadi ketika konsumen merasa puas terhadap produk/jasa yang di terima dari suatu perusahaan penyedia barang/jasa tersebut maka sangat besar kemungkinan bagi konsumen untuk melakukan pembelian ulang.Berdasarkan telaah dan kajian penelitian terdahulu, maka dapat disusun hipotesis sebagai berikut. Berdasarkan penelitian yang dilakukan oleh Anggitan(2013) menunjukan bahwa kualitas produk memiliki pengaruh positif langsung dengan niat beli ulang baik secara tidak langsung melalui brand image.Vazquez-Carrasco and Foxall dalam Thakur & Singh (2012) juga menyatakan bahwa diantara variabel yang digunakan untuk mengukur adanya pengaruh terhadap niat beli ulang pada suatu produk, salah satunya menggunakan variabel citra merek.Penelitian tersebut membuktikan terdapat hubungan positif antara citra merek dengan niat beli ulang.
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