PENGARUH INOVASI PRODUK TERHADAP REPURCHASE INTENTION PADA PRODUK LEDRE DI BOJONEGORO DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI

This research was conducted to analyze the influence of product innovation on repurchase intentions with brand image as a mediating variable. This type of research uses explanatory research with a quantitative approach. The population in this study were consumers who purchased ledre as many as 100 respondents. The data analysis method applied is scale range analysis and path analysis with the help of SPSS software. The results of the regression analysis show that Product Innovation has a positive and significant effect on repurchase intention, Product Innovation has a positive and significant effect on brand image, Brand Image has a positive and significant effect on repurchase intention, Product Innovation has a positive and significant effect on repurchase intention which is mediated by brand image.