The Role of Attitudes Mediate the Effect of Subjective Norm and Product Quality on Repurchase Intention (Study on Endek Traditional Cloth Products in Denpasar)

International Journal of Economics and Management Studies

© 2023 by SSRG - IJEMS Journal

Volume 10 Issue 3

Year of Publication : 2023

Authors : Ida Ayu Mas Laksmi Dewi, I Gst. Ayu Kt. Giantari

10.14445/23939125/IJEMS-V10I3P101

How to Cite?

Ida Ayu Mas Laksmi Dewi, I Gst. Ayu Kt. Giantari, "The Role of Attitudes Mediate the Effect of Subjective Norm and Product Quality on Repurchase Intention (Study on Endek Traditional Cloth Products in Denpasar)," SSRG International Journal of Economics and Management Studies, vol. 10,  no. 3, pp. 1-10, 2023. Crossref, https://doi.org/10.14445/23939125/IJEMS-V10I3P101

Abstract:

Most Endek purchases in the Bali Province in 2021 are in Denpasar City. The intention to buy Endek in Denpasar City has been increasing for a long time. This is because Denpasar City is known to be the first to socialize with Endek cloth; this is proven by the use of Endek cloth among Denpasar City Government Employees since 2005. The purpose of this study was to examine the role of attitude in mediating the effect of subjective norms and product quality on the intention to repurchase Endek traditional cloth products in Denpasar City. The number of samples in this study was 130 residents of Denpasar City who used Endek products. The analysis technique used is PLS-based SEM and supported by VAF. Based on the results of the hypothesis analysis, it was explained that the subjective norm variable had a positive and significant effect on repurchase intention, and product quality had a positive and significant effect on repurchase intention. Subjective norms have a positive and significant effect on attitudes, and product quality has a positive and significant effect on attitudes. Attention to buying has a positive and significant effect on repurchase intention. Attention to buying mediates positively and significantly affects the relationship between subjective norms and repurchase intentions. Attention to buying positively and significantly mediates the relationship between product quality and intention to repurchase Endek traditional cloth products in Denpasar City.

Keywords:

Subjective Norms, Product Quality, Attitude to Buy, Repurchase Intentions.

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