The Role of Brand Image in Mediating The Influence of Product Quality on Re-Purchase Intentions Pocari Sweat Isotonic Beverages

ABSTRACT : Research objectives to be achieved: 1) To identify the influence of POCARI SWEAT productquality on Brand Image in Denpasar City; 2) To identify the influence of POCARI SWEAT product quality onre-purchase intentions in Denpasar City; 3) To identify the influence of POCARI SWEAT Brand Image on repurchase intentions in Denpasar City; 4) To identify the role of Brand Image mediates the influence of POCARISWEAT product quality on purchasing intentions in Denpasar City. The type and source of data used in thisstudy used quantitative and qualitative approach with primary data obtained from the distribution ofquestionnaires with the number of samples used in this study of 120 people. Data analysis method used in thisresearch using path analysis technique. The results showed that product quality has a positive and significanteffect on Brand Image. The quality of the product has a positive and significant effect on the re-purchaseintention. Brand Image has a positive and significant effect on re-purchase intentions and for the influence ofmediation, Brand Image mediates the influence of product quality on resending intentions. The Company shouldstill maintain the quality of the product in order to maintain the Brand Image that has been circulating in themarket.

Keywords – product quality, Brand Image, resending intention, path analysis, POCARI SWEAT