The Effect Of Perceived Quality, Brand Image On Customer Satisfaction And Brand Awareness Toward Repurchase Intention

MUHAMMAD SIDI IZZUDIN, WENI NOVANDARI

Abstract

The purpose of this study is to analyze the factors that affect the repurchase intention, which
is brand awareness and customer satisfaction, and the customer satisfaction affected by
perceived quality and brand image. The population in this study is Indocafe coffee
costumers in Purwokerto. The total number of samples that used in this study was 120
respondents by using convenience sampling. The measurement of variables in this research
using Likert's scale and hypothesis testing using Structural Equational Modeling (SEM).
Based on the result of this study, the average of respondent is male between the ages of
20-30 years old and the favorite is Indocafe Coffeemix 3 in 1. The result shows that (1)
Perceived quality has a positive effect on customer satisfaction, (2) Brand image has a
positive effect on customer satisfaction, (3) Customer satisfaction has a positive effect on
brand awareness, (4) Customer satisfaction has a positive effect on repurchase intention,
and (5) Brand awareness has a positive effect on repurchase intention. a. Perceived quality
is a factor that effect the costumer satisfaction and impacts the repurchase intention. By
maintaining the quality of taste and aroma of Indocafe coffee consumers will be more
satisfied and have an impact on future intention.

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