The Influence of Service Quality, Product Quality, and Brand Image on Repurchase Intention of Rattan Products (Study on Bali Bagus Rotan)

ABSTRACT : This research objective is to determine the effect of service quality, product quality, and brandimage on consumer repurchase intention at Bali Bagus Rotan. This research was conducted with 100respondents as sample who had bought Bali Bagus Rotan products at least twice in the last three years. Datacollection was carried out by distributing questionnaires. The analysis technique used is multiple linearregression analysis. Based on the analysis, Service quality has a positive and significant effect on repurchaseintention. This means that high service quality can increase consumer Repurchase Intention. Product quality hasa positive and significant effect on repurchase intention. This means that the higher quality of product offered,the higher the consumer’s repurchase intention of the product. Brand image has a positive and significant effecton repurchase intention. This means that the positive attitude of consumers towards a brand will attractconsumers to repurchase the brand. Service quality, product quality, and brand image simultaneously influencerepurchase intention.

Keywords -service quality, product quality, brand image, repurchase intention.