The Role of Brand Equity, Brand Trust and Customer Satisfaction in Re-Buy Intent

Jayanti Mandasari

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The Role of Brand Equity, Brand Trust and Customer Satisfaction in Re-Buy Intent

Jayanti Mandasari

Subject area: Management and Commerce · Area of research: Economics and Business

Abstract

The purpose of this study is to determine the effect of brand equity, brand trust, and consumer satisfaction on the return intention of Sumbawa hypermilk consumers (example of ultramilk consumers in Sumbawa City). This research is quantitative. Questionnaires were used to collect data for this study. In the sampling method, a sample with a low probability is used. The SPSS 25 analysis tool was used for multiple linear regression analysis. According to this study, 1. brand equity has a positive effect on repurchase intentions, 2. brand trust has a positive effect on repurchase intentions, and 3. consumer satisfaction has a positive effect on repurchase intentions.

Keywords

Brand Equity, Brand Trust, Consumer Satisfaction, Repeat Intention.

References

[1] Abdurrahman, NH. (2019). Marketing Strategy Management, Bandung: CV. Faithful Library

[2] Ali Shirazi, Hanzale Zeinvand Loretani and Ahmadreza Karimi Mazidi. (2018). A study of the impact of brand identity on customer loyalty in terms of social identity. Iranian Journal of Management Studies (IJMS). 6(2): 153-178.

[3] Ariana Chan. (2010). The Impact of Brand Equity on the Consumer Purchasing Process: The Case of Muamalat Indonesia, Bandung Branch. Journal of Business Administration, 6(1), 34-58.

[4] Arikunto, Suharsimi. (2012). Research procedure. Jakarta: Rineka Chipta.

[5] Fang, Yu-Hui, Chao-Ming and Wang, Eric. (2018). Understanding customer satisfaction and repurchase intentions. Internet Research, 21(4): 479-503.

[6] Fasoka and Hartono. (2018). Customer satisfaction strategy in maintaining and increasing customer loyalty. Journal of Management Economics and Accounting, no. 36.

[7] Ghazali, Vera. (2018). “Applying Multivariate Analysis with SPSS”. Semarang: Books

[8] Sugiyono. (2018). Combined Research Methods (Mixed Methods). Bandung: CV Alfabeta.

How to cite this paper

Jayanti Mandasari "The Role of Brand Equity, Brand Trust and Customer Satisfaction in Re-Buy Intent" Iconic Research And Engineering Journals Volume 5 Issue 12 2022 Page 141-148

Jayanti Mandasari "The Role of Brand Equity, Brand Trust and Customer Satisfaction in Re-Buy Intent" Iconic Research And Engineering Journals, vol. 5, no. 12, Jun. 2022

Jayanti Mandasari (2022). The Role of Brand Equity, Brand Trust and Customer Satisfaction in Re-Buy Intent. Iconic Research And Engineering Journals, 5(12).

Jayanti Mandasari "The Role of Brand Equity, Brand Trust and Customer Satisfaction in Re-Buy Intent" Iconic Research And Engineering Journals, vol. 5, no. 12, Jun. 2022.

@article{1703533,
      author = {Jayanti Mandasari},
      title = {The Role of Brand Equity, Brand Trust and Customer Satisfaction in Re-Buy Intent},
      journal = {Iconic Research And Engineering Journals},
      year = {2022},
      volume = {5},
      number = {12},
      pages = {141-148},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1703533.pdf},
      abstract = {The purpose of this study is to determine the effect of brand equity, brand trust, and consumer satisfaction on the return intention of Sumbawa hypermilk consumers (example of ultramilk consumers in Sumbawa City). This research is quantitative. Questionnaires were used to collect data for this study. In the sampling method, a sample with a low probability is used. The SPSS 25 analysis tool was used for multiple linear regression analysis. According to this study, 1. brand equity has a positive effect on repurchase intentions, 2. brand trust has a positive effect on repurchase intentions, and 3. consumer satisfaction has a positive effect on repurchase intentions.},
      keywords = {Brand Equity, Brand Trust, Consumer Satisfaction, Repeat Intention.},
      month = {June},
  }