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Effect of Brand Image on Repurchase Intention

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

Listed:
  • Puspo Dewi Dirgantari

    (Universitas Pendidikan Indonesia)

  • Bambang Widjajanta

    (Universitas Pendidikan Indonesia)

  • Alifia Zunilda

    (Universitas Pendidikan Indonesia)

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.

Suggested Citation

  • Puspo Dewi Dirgantari & Bambang Widjajanta & Alifia Zunilda, 2024. "Effect of Brand Image on Repurchase Intention," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 604-613, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_79
    DOI: 10.2991/978-94-6463-443-3_79
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