THE ROLE OF SALES PROMOTION IN MODERATING THE RELATIONSHIP BETWEEN PRODUCT QUALITY AND REPURCHASE INTENTION FOR MEGAMAN LED LAMPS

Increasing competition in the LED lighting industry encourages companies to understand the factors that influence consumers' repurchase intention. Product quality is one of the factors believed to increase repurchase intention; however, its effect may be strengthened through effective sales promotion. This study aims to analyze the effect of product quality on repurchase intention and examine the role of sales promotion in moderating the effect of product quality on the repurchase intention of Megaman LED consumers in Denpasar City and Badung Regency. This study employed a quantitative approach with a sample of 100 respondents selected using a non-probability sampling technique through purposive sampling. Data were collected through questionnaires using a 5-point Likert scale. The data were analyzed using Moderated Regression Analysis (MRA) with the assistance of SPSS software. The results showed that product quality had a positive but insignificant effect on the repurchase intention of Megaman LED consumers, with a regression coefficient of 0.137 and a significance value of 0.089. The findings also revealed that sales promotion was able to moderate the effect of product quality on repurchase intention, with an interaction coefficient of 0.457 and a significance value of less than 0.001. These findings indicate that sales promotion plays a role in strengthening the effect of product quality on consumers' repurchase intention. This study concludes that product quality has not been able to significantly increase repurchase intention; however, the effect of product quality on repurchase intention can be strengthened through effective sales promotion.