PERAN MEDIASI KEPUASAN PELANGGAN DALAM KETERKAITAN PENGARUH ANTARA KUALITAS PRODUK TERAHADAP NIAT PEMBELIAN ULANG (Studi pada Pelanggan Sepatu Nike di Kota Malang)

This study aimed to analyze the effect of product quality on repurchase intention among Nike shoe customers in Malang City, with customer satisfaction as a mediating variable. The object of this study focused on Nike shoes, which were known as one of the global sportswear brands with technological innovation, modern design, and product quality emphasizing comfort and durability. The respondents in this study were consumers who had purchased and used original Nike shoes, so they had direct usage experience and were able to provide relevant evaluations of product quality, customer satisfaction, and repurchase intention. Data were collected through a survey of 160 Nike shoe customers in Malang City using purposive sampling. The data analysis technique used was Structural Equation Modeling (SEM) with SmartPLS 4. The results showed that product quality had a positive effect on repurchase intention. Product quality also had a positive effect on customer satisfaction. Furthermore, customer satisfaction had a positive effect on repurchase intention. Customer satisfaction was proven to mediate the effect of product quality on repurchase intention. Theoretically, this study strengthened the understanding that product quality did not only have a direct impact on repurchase intention but was more effective when mediated through customer satisfaction. Practically, these findings emphasized the importance of maintaining and improving product quality to create satisfying usage experiences, which in turn enhanced consumers’ repurchase intention. The results indicated that improving product quality and customer satisfaction were important factors in sustaining consumers’ repurchase intention for Nike shoes in Malang City amid increasingly competitive competition in the footwear industry.