THE INFLUENCE OF BRAND IMAGE ON REPURCHASE INTENTION (STUDY OF NFT TRANSACTIONS ON OPENSEA MARKETPLACE) Dani Kurniawan (1*), Ratih Hurriyati (2), Heny Hendrayati (3)
1*) Universitas Pendidikan Indonesia
2) Universitas Pendidikan Indonesia
3) Universitas Pendidikan Indonesia
Abstract
Digital technology continues to develop rapidly, and NFT as one of the blockchain developments is very much discussed. The repurchase intention of NFT on the Opensea marketplace is an interesting issue. This article informs how brand image influences to repurchase intention in the Opensea marketplace, either partially or simultaneously. The research method in this article is quantitative and the sampling technique used is non-probability sampling, with a purposive sampling as the sampling technique. Meanwhile, the number of respondents was 102 people who had made NFT transactions on the Opensea marketplace. The results of this study reveal that there is a positive and significant influence of brand image to repurchase intention on NFT in the Opensea marketplace.
