Effect of Product Quality and eWOM on Repurchase Intention Mediated by Customer Satisfaction: Uniqlo Consumers in Yogyakarta

Abstract

This study examines the influence of product quality and electronic word of mouth (e- wom)  on  repurchase  intention  among  Uniqlo  customers  in  the  Special  Region of Yogyakarta, with customer satisfaction serving as a mediating variable. The research adopts a quantitative method with a purposive sampling technique. Data were collected through a survey of 120 Uniqlo customers in the Special Region of Yogyakarta. Data analysis was performed using SmartPLS 4.0 software. Data collection was conducted via a questionnaire distributed through a Google Form link. The results indicate that product quality has a positive and significant effect on repurchase intention, electronic word of mouth also has a positive and significant effect on repurchase intention, and customer satisfaction positively and significantly mediates the influence of product quality and electronic word of mouth on repurchase intention. This study is expected to contribute to the development of Marketing Management knowledge, particularly in research related to repurchase intention.