The Effect of Product Diversity on Repurchase Intention with Brand Equity as a Mediating Variable at At-Tazkiyah Store Lirboyo

Abstract

The At-Tazkiyah Store Lirboyo is a retail business built in 2020 that provides a variety of worship tools and similar needs, such as books and books. Having product diversity and brand equity can be a competitive and significant advantage, which can lead to consumer repurchase intention. This study aims to determine and analyze the effect of Product Diversity on Repurchase Intention with Brand Equity as a Mediating Variable. This study uses a quantitative method with a sample of 199 people from a population of 395 people who are consumers from the Ar-Roudloh Dormitory of HM Al-Mahrusiyyah Lirboyo Islamic Boarding School. Data collection was carried out by distributing questionnaires to 199 samples. Data analysis techniques using IBM SPSS Statistics 26. To test the mediation hypothesis is done with the Sobel test. The results of this study indicate that: 1) Product diversity at At-Tazkiyah Store Lirboyo has a significant effect on consumer repurchase intention. 2) Product diversity has a significant effect on brand equity at At-Tazkiyah Store Lirboyo. 3) Brand equity has a significant effect on consumer repurchase intention at At-Tazkiyah Store. 4) Brand equity has a mediator effect between product diversity and consumer repurchase intention at At-Tazkiyah Store Lirboyo.