Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention

Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention

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Submitted Jan 19, 2021
Published Feb 12, 2021
DOI https://doi.org/10.24018/ejbmr.2021.6.1.704
Abstract viewed = 1175 times
Issue
Vol. 6 No. 1 (2021)
Section
Articles

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  •   Zeki Pranata

    •    Universitas Mercu Buana, Indonesia
  •   Dudi Permana

    •    Universitas Mercu Buana Jakarta, Indonesia

Abstract

This research aims to analyze the influence of brand awareness, brand association on repurchase intention mediated brand loyalty. The object of this study was indosat ooredoo consumers, and the specified number of sampel was 120 respondents using a calculation method based on the heir formula multiplied by 5. Purposive sampling sample withdrawal method, date collection method using questionnaire, and data analysis using Partial Least Square (PLS). The results of the study are known that brand awarness affects repurchase intention, brand assocation affects repurchase intention, brand awareness affects brand loyalty, brand assocation affects brand loyalty, and brand loyalty affects repurchase intention.


Keywords: Brand loyalty; Brand awarness; Repurchase intention; Brand association

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How to Cite
Pranata, Z., & Permana, D. (2021). Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention. European Journal of Business and Management Research, 6(1), 129–133. https://doi.org/10.24018/ejbmr.2021.6.1.704