The Effect of Brand Loyalty, Brand Awareness, Perceived Quality, and Brand Association on the Repurchase Decision of Indomie Instant Noodles Risna Ayu Meilawati, Ratih Hurriyati, Hilda Monoarfa
Universitas Pendidikan Indonesia
Abstract
This research is a quantitative research on the effect of brand loyalty, brand awareness, perceived quality and brand association on repurchasing decisions of Indomie instant noodles. The population in this study were buyers of Indomie instant noodles, by means of non-probability sampling where the determination of the sample using the purposive sampling method was based on the provisions that they were more than 17 years old and had bought Indomie more than twice. data collection in this study is by distributing questionnaires to Indomie consumers. The data analysis technique used was using multiple linear regression analysis tests with the help of SPSS 24. From this study it was found that brand loyalty, brand awareness, perceived quality and brand associations had a positive influence on repurchasing decisions for Indomie instant noodle products. The impact of this research for companies is to be able to determine marketing plans and strategies for indomie instant noodles so that consumers can easily remember them, and so that they can always maintain product quality in terms of raw materials, taste, variants and packaging.
