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

Effect of Brand Image on Repurchase Intention

Authors
Puspo Dewi Dirgantari1, *, Bambang Widjajanta1, Alifia Zunilda1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: puspodewi@upi.edu
Corresponding Author
Puspo Dewi Dirgantari
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_79How to use a DOI?
Keywords
Brand Image; Repurchase Intention
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
978-94-6463-443-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_79How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - Puspo Dewi Dirgantari
AU  - Bambang Widjajanta
AU  - Alifia Zunilda
PY  - 2024
DA  - 2024/06/26
TI  - Effect of Brand Image on Repurchase Intention
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 604
EP  - 613
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_79
DO  - 10.2991/978-94-6463-443-3_79
ID  - Dirgantari2024
ER  -