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The Influence of Brand Attachments on Repurchase Intention

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Rd.Dian Herdiana Utama

    (Universitas Pendidikan Indonesia)

  • Dita Amanah

    (Universitas Pendidikan Indonesia)

  • S. Sekar Larasati

    (Universitas Pendidikan Indonesia)

Abstract

This study examines brand attachment's direct and indirect influence on repurchase intention. Employing a descriptive and verification-based quantitative approach, the research considers repurchase intention as the endogenous variable, while self-brand connection and brand prominence serve as exogenous variables. The study population comprises Generation Z in Bandung City, with participants selected through purposive sampling. This method allows the researcher to define specific respondent criteria to ensure the study effectively addresses the research problem. The data analysis utilizes path analysis, conducted with the assistance of IBM SPSS Statistics 23.0 for Windows. The findings indicate that brand attachment to repurchase intention is categorized as strong. Additionally, brand attachment has a positive and significant simultaneous effect on repurchase intention.

Suggested Citation

  • Rd.Dian Herdiana Utama & Dita Amanah & S. Sekar Larasati, 2025. "The Influence of Brand Attachments on Repurchase Intention," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 560-568, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_66
    DOI: 10.2991/978-94-6463-817-2_66
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