MENGEKSPLORASI KESADARAN MEREK TERHADAP MINAT BELI ULANG MELALUI SIKAP TERHADAP MEREK

Main Article Content

Ahmad Hanfan

Abstract

The purpose of this study was to analyze brand awareness affecting attitudes toward brands, analyze brand image affecting attitudes toward brands, analyze brand personality affecting attitudes toward brands and analyze attitudes toward brands affecting repurchase intentions. This research problem is sourced from the existence of research gap influence of brand awareness with repurchase intentions and business phenomenon that happened at brand value on instant noodle of Indomie brand that experience fluctuation. The results show brand awareness affects attitudes toward brands, brand image influences attitudes toward brands, brand personality affects attitudes toward brands and attitudes toward brands affects repurchase intentions. Analysis of full model obtained the theoretical implications that is when the company increases repurchase intentions, companies need to consider how to improve attitudes toward brands. Attitudes toward brands are supported by brand awareness, brand image and brand personality. While managerial implication in this research is attitudes toward brands have positive and significant effect to repurchase intentions. In increase repurchase intentions, brand awareness plays an important role in improving brand attitudes in order to encourage repurchase intention, followed by brand image and brand personality. The originality of this research is that the relationship between brand awareness and repurchase intention is still a debate among researchers. Therefore, this study attempts to explain the relationship between brand awareness and repurchase intention by adding mediation variable, namely attitudes toward brands that are influenced by brand image and brand personality.

Article Details

How to Cite
HANFAN, Ahmad. MENGEKSPLORASI KESADARAN MEREK TERHADAP MINAT BELI ULANG MELALUI SIKAP TERHADAP MEREK. Performance, [S.l.], v. 24, n. 2, p. 1-16, apr. 2018. ISSN 2615-8094. Available at: <http://jos.unsoed.ac.id/index.php/performance/article/view/700>. Date accessed: 26 apr. 2018. doi: https://doi.org/10.20884/1.performance.2017.24.2.700.
Section
Articles