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Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention

Author

Listed:
  • Zeki Pranata

    (Universitas Mercu Buana, Indonesia)

  • Dudi Permana

    (Universitas Mercu Buana Jakarta, Indonesia)

Abstract

This research aims to analyze the influence of brand awareness, brand association on repurchase intention mediated brand loyalty. The object of this study was indosat ooredoo consumers, and the specified number of sampel was 120 respondents using a calculation method based on the heir formula multiplied by 5. Purposive sampling sample withdrawal method, date collection method using questionnaire, and data analysis using Partial Least Square (PLS). The results of the study are known that brand awarness affects repurchase intention, brand assocation affects repurchase intention, brand awareness affects brand loyalty, brand assocation affects brand loyalty, and brand loyalty affects repurchase intention.

Suggested Citation

  • Zeki Pranata & Dudi Permana, 2021. "Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention," European Journal of Business and Management Research, European Open Science, vol. 6(1), pages 129-133, January.
    • Handle: RePEc:epw:ejbmr0:v:6:y:2021:i:1:id:50704
    DOI: 10.24018/ejbmr.2021.6.1.704
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