The Impact of Brand Image and Brand Awareness on Repurchase Intention Through Customer Satisfaction

Fanya Dina Angraini; Erny Amriani Asmin; Tini Kartini

doi:10.59890/ijels.v3i6.68

Authors

Fanya Dina Angraini Universitas Djuanda
Erny Amriani Asmin Universitas Djuanda
Tini Kartini Universitas Djuanda

DOI:

https://doi.org/10.59890/ijels.v3i6.68

Keywords:

Brand Image, Brand Awareness, Repurchase Intention, Customer Satisfaction

Abstract

This study aims to investigate the connection between positive brand image, brand awareness, and repurchase intent via the moderating role of customer satisfaction. People who use halal cosmetics in Indonesia, such as Wardah, Emina, and Make Over, are included in this study's population. The sample size is determined to be 100 respondents according to Lemeshow's computation. To analyze the data, we utilized SPSS 25.00, path analysis, the Sobel test, descriptive and associative analyses, and other methods. The results showed that brand image and brand awareness have a positive and significant effect on customer satisfaction. In addition, brand image, brand awareness, and customer satisfaction also have a positive and significant effect on repurchase intentions. Brand image and brand awareness also have a positive and significant effect on repurchase intentions through customer satisfaction as an intervening variable.

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