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The Role of Perceived Quality and Brand Loyalty Influencing Repurchase Intention

The purpose of this study is to find out the effect of perceived quality on repurchase intention that is also mediated by brand loyalty, wherein this study, examining Starbucks products. All Starbucks consumers in Semarang were the population for this study, with a purposive sampling technique and the criteria for the consumers that already purchased or consumed this product. 100 respondents have been chosen as the samples to filled the questionnaires. There are several tests in this study, first to test the validity using factor analysis, then for reliability testing using Alpha Cronbach and afterward all the collected data analyzed by multiple regression analysis also for the mediation measurements using the Sobel test. The study has found that perceived quality and brand loyalty have a positive influenced on repurchase intention, moreover, brand loyalty has been found perfectly mediated between perceived quality towards repurchase intention.