The effect of brand equity dimensions on repurchase intention

Abstract

This research aims to find out the effect of brand equity dimensions (brand awareness, perceived quality, brand association, and brand loyalty) on repurchase intention. The population in this research were the consumers of Starbucks café in Semarang, Indonesia, by purposive technique sampling with the criteria that consumers have been purchase and consume Starbucks product. The data was collected by questionnaire and analyze by validity test, reliability test, and multiple analysis regression tests. Consistent with our proposed hypotheses, the results indicated that perceived quality and brand loyalty positively affect repurchase intention. However, our study suggested that brand awareness negatively affects repurchase intention while brand association not significantly affects repurchase intention.

The Role of Social Media Marketing in Strengthening Repurchase Intention: Green Marketing Practices for Vegan Skin Care Products

“…In a larger scope, perceived quality can play a crucial role in guiding consumer decisions to stay connected with a brand and choose to continue making repeat purchases. These results further strengthen previous research conducted by Aquinia & Soliha (2020) in their study "The Role of Perceived Quality and Brand Loyalty Influencing Repurchase Intention," suggesting that a positive and favorable perception of product quality in the eyes of consumers will have a greater influence on the desire to make repeat purchases of the company's products.…”

“…Based on previous research conducted by Aquinia & Soliha (2020) in their study "The Role of Perceived Quality and Brand Loyalty Influencing Repurchase Intention," it can be conveyed that a positive and favorable perceived quality of a company's product in the eyes of consumers will have a greater influence on their desire to make repeat purchases of that product.…”

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“…Hasil penelitian ini bertolak belakang dengan hasil penelitian yang dilakukan oleh Ismayanti & Santika (2017), , dan Bhakuni et al (2021) bahwa citra merek dapat membawa pengaruh positif terhadap niat beli ulang sebuah produk. Penelitian lainnya dapat membuktikan bahwa citra merek sebuah produk dapat membawa pengaruh negatif terhadap niat beli ulang (Aquinia & Soliha, 2020;Huang & Liu, 2020). Schiffman et al (2013) mengatakan bahwa citra merek sebagai gambaran sebuah 10.12928/fokus.v12i2.6072 produk dalam benak konsumen.…”

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“…Pitaloka and Gumanti (2019) declare that consumer confidence increases with the improved perception of quality will eventually lead to a repeated purchase. Accordingly, the positive effect of perceived quality on repurchase intention is evident (Moradi & Zarei, 2011;Bojei & Hoo, 2012;Putra et al, 2019;Aquinia & Soliha, 2020). Accordingly, the following hypothesis was formulated.…”

“…Moreover, Andreassen and Lindestad (1998) identify loyalty as an intended behavior towards the services or the company and this includes the likelihood of future renewal of service contracts or the profitability of a change in patronage, how likely the customer is to provide positive word of mouth or the likelihood of customers providing a voice. Brand loyalty is a strong determinant of brand equity (Aaker, 1991;Yoo et al, 2000;Keller, 2013) which has a significant positive impact on repurchase intention (Bojei & Hoo, 2012;Aquinia & Soliha, 2020). Accordingly, the following hypothesis was formulated.…”