The Influence of Product Quality on Repurchase Intention Mediated by Customer Satisfaction: A Case Study of Chitato Potato Chips in Bandung City

Abstract

Aims: This study aims to examine the influence of product quality on repurchase intention of Chitato potato chips in Bandung City, with a specific focus on the mediating role of customer satisfaction. It seeks to test four hypotheses related to the direct and indirect effects of product quality on consumer behavior. Study Design: This research employs a correlational quantitative approach using a descriptive survey method to explore relationships among variables. Place and Duration of Study: The research was conducted in Bandung City from November 2024 to February 2025. Methodology: A total of 90 respondents aged 15 to 65 were selected through purposive sampling. Data were collected using a structured questionnaire employing a Likert scale. Analytical techniques included descriptive statistics, multiple regression, and the Sobel test for mediation. Assumption tests for normality, multicollinearity, and heteroscedasticity were also conducted. Results: Product quality significantly and positively influences both customer satisfaction (β = 0.805, p < 0.001) and repurchase intention (β = 0.797, p < 0.001). Customer satisfaction also has a significant effect on repurchase intention (β = 0.726, p = 0.015). Furthermore, the Sobel test confirms that customer satisfaction mediates the relationship between product quality and repurchase intention (t = 2.456 > 1.98). Conclusion: The study concludes that product quality significantly influences both customer satisfaction and repurchase intention of Chitato potato chip consumers in Bandung City. Moreover, customer satisfaction is a key mediating factor in the relationship between product quality and repurchase intention, and it also directly increases repurchase intention. The study contributes to consumer behavior literature by providing localized evidence from a low-involvement, sensory-driven FMCG category that is underrepresented in prior research. Practically, producers should maintain and improve product quality in taste, texture, aroma, and packaging to strengthen customer satisfaction and encourage repeat purchases. However, the findings are limited by the single-brand focus, geographic scope, and purposive sampling, suggesting that future studies should examine broader contexts and additional mediating or moderating variables.