Effect of Brand Image on Repurchase Intention

Puspo Dewi Dirgantari (), Bambang Widjajanta and Alifia Zunilda
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Puspo Dewi Dirgantari: Universitas Pendidikan Indonesia
Bambang Widjajanta: Universitas Pendidikan Indonesia
Alifia Zunilda: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 604-613 from Springer

Abstract: Abstract This study aims to determine the effect of brand image on repurchase intention. The research method uses a quantitative approach, with a sample of 383 respondents. Data analysis technique with Structural Equation Model (SEM). The study results show that brand image positively and significantly affects repurchase intention. The highest contribution of the brand image dimension to repurchase intention is the user image dimension, which is correlated with the try-to-buy dimension. Companies must continue to improve and maintain a brand image as brand personality traits such as halal, green products, no texting animals, and dermatologically tested to increase consumer repurchase intention.

Keywords: Brand Image; Repurchase Intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_79

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