PENGARUH BRAND IMAGE, BRAND EXPERIENCE DAN BRAND EQUITY TERHADAP MINAT BELI ULANG DENGAN BRAND PREFERENCE SEBAGAI VARIABEL MEDIASI DI KHAB KHUN AMBARAWA

Ajeng Hala Sekar Arum Sasi

doi:10.29040/jap.v23i2.7388

PENGARUH BRAND IMAGE, BRAND EXPERIENCE DAN BRAND EQUITY TERHADAP MINAT BELI ULANG DENGAN BRAND PREFERENCE SEBAGAI VARIABEL MEDIASI DI KHAB KHUN AMBARAWA

Ajeng Hala Sekar Arum Sasi

Abstract

This study aims to examine the effect of brand image, brand experience, and brand equity on repeat purchase in Khab Khun Thai Tea Ambarawa with brand preference as a mediating variabel. The research problem is how to increasing selling repurchase intention in Khab Khun Thai Tea Ambarawa. The variable used in this study is brand image, brand experience, as variabel independen, brand perference as variable intervening and repeat purchase as variabel dependen. The sampling method used on this research is purposive sampling technique. Sample collected from 130 respondents of customer in Khab Khun Thai Tea Ambarawa. Technique of data collection conducted by survey through questionnaires. Data analysis was performed by descriptive analysis method and the method SEM. The result showed that customer on average make repurchase in Khab Khun Thai Tea Ambarawa more than twice. The result of data anlysis using the AMOS indicates that there is a positive and significant through brand image, brand expereince, and brand equity in the repeat purchase. Based on the research results, repeat purchase can be increased through brand preference.

Keywords : brand image, brand experience, brand equity, repeat purchase, brand preference.

References

Chiu, W., & Cho, H. (2021). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 33(6), 1339–1362. https://doi.org/10.1108/APJML-10-2018-0403

Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management, 28(2), 154–165. https://doi.org/10.1108/JPBM-09-2017-1593

De Oliveira, M. O. R., Silveira, C. S., & Luce, F. B. (2015). Brand equity estimation model. Journal of Business Research, 68(12), 2560–2568. https://doi.org/10.1016/j.jbusres.2015.06.025

Department of Tourism and Hospitality Management, Kainan University, Taoyuan, Taiwan, Shieh, H.-S., Lai, W.-H., & Department of Management Science, MBA, Faculty of Management Studies, National Chiao Tung University, Hsinchu, Taiwan. (2017). The relationships among brand experience, brandresonance and brand loyalty in experiential marketing:Evidence from smart phone in Taiwan. Journal of Economics and Management, 28, 57–73. https://doi.org/10.22367/jem.2017.28.04

Jos, J. (n.d.). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? 17.

Moreira, A. C., Fortes, N., & Santiago, R. (2017). INFLUENCE OF SENSORY STIMULI ON BRAND EXPERIENCE, BRAND EQUITY AND PURCHASE INTENTION. Journal of Business Economics and Management, 18(1), 68–83. https://doi.org/10.3846/16111699.2016.1252793

Muthitcharoen, A. M., Palvia, P. C., & Grover, V. (2011). Building a Model of Technology Preference: The Case of Channel Choices: Muthitcharoen, Palvia, and Grover. Decision Sciences, 42(1), 205–237. https://doi.org/10.1111/j.1540-5915.2010.00306.x

Nitasri Murawaty Girsang, Endang Sulistya Rini, & Parapat Gultom. (2020). THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON RE-PURCHASE INTENTION WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLES IN CONSUMERS OF SKINCARE ORIFLAME USERS –A STUDY ON STUDENTS OF NORTH SUMATRA UNIVERSITY, FACULTY OF ECONOMICS AND BUSINESS. https://doi.org/10.5281/ZENODO.3627548

Peng, N., & Chen, A. (2019). Examining consumers’ luxury hotel stay repurchase intentions-incorporating a luxury hotel brand attachment variable into a luxury consumption value model. International Journal of Contemporary Hospitality Management, 31(3), 1348–1366. https://doi.org/10.1108/IJCHM-04-2018-0332

Petruzzellis, L. (2010). Mobile phone choice: Technology versus marketing. The brand effect in the Italian market. European Journal of Marketing, 44(5), 610–634. https://doi.org/10.1108/03090561011032298

Pitaloka, I. W., & Gumanti, T. A. (2019). The Effects Of Brand Equity On Repurchase Intention: The Role Of Brand Relationship Quality In Muslim Wear Brand Surabaya-Indonesia. 8(01), 4.

Popp, B., & Woratschek, H. (2017). Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth. Journal of Brand Management, 24(3), 250–270. https://doi.org/10.1057/s41262-017-0033-9

Putera, A. K. (2018). PENGARUH KUALITAS PELAYANAN,CITRA MEREK,DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN. 10.

Qian, J., Law, R., Wei, J., Shen, H., & Sun, Y. (2021). Hotels’ self-positioned image versus customers’ perceived image: A case study of a boutique luxury hotel in Hong Kong. Tourism Review, 76(1), 198–211. https://doi.org/10.1108/TR-02-2019-0078

Rambitan, T. F. (2013). THE EFFECT OF PERCEIVED VALUE AND BRAND EXPERIENCE ON CUSTOMER REPURCHASE INTENTION. 10.

Ranjbarian, B., & Ghaffari, M. (n.d.). Direct and indirect effect of tourist self-image congruence on the tourism destination brand loyalty. 16.

Rather, R. A., Najar, A. H., & Jaziri, D. (2020). Destination branding in tourism: Insights from social identification, attachment and experience theories. Anatolia, 31(2), 229–243. https://doi.org/10.1080/13032917.2020.1747223

DOI: http://dx.doi.org/10.29040/jap.v23i2.7388