Effect of Brand Image on Repurchase Intention Puspo Dewi Dirgantari1[0000-0002-4414-8395], Bambang Widjajanta2[0000-0002-8770-9279] and Alifia Zunilda3
Universitas Pendidikan Indonesia
Abstract
This study aims to determine the effect of brand image on repurchase inten-tion. The research method uses a quantitative approach, with a sample of 383 respondents. Data analysis technique with Structural Equation Model (SEM). The results of the study show that brand image has a positive and significant effect on 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 brand image as brand personality traits such as hal-al, green products, no texting animals, and dermatologically tested in order to increase consumer repurchase intention.
Keywords: Brand Image, Repurchase Intention.
Topic: Marketing Management, Relationship Marketing, Service Marketing
