Effect of Brand Image on Repurchase Intention

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.

Download article (PDF)

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  -