Pengaruh Elemen Brand Knowledge dan Brand Equity terhadap Repurchase Intention
Abstract: This study was made
to determine the brand knowledge and brand equity effecs towards repurchase
intention in Veneta Brands of ink irinter products. The research took place in
Bandung. The research was also done using descriptive and causal analysis. Data
were collected through questionnaire method, and were distributed to Veneta
consumers that is resided in Bandung city, using nonprobabilty sampling method
with judgemental sampling technique. 100 samples were used in this research.The
result showed that the elements of brand knowledge and brand equity, which is
brand loyalty, brand association, perceived quality, and brand image, have a
significant effect on repurchase intention variable. The study also found that
brand awareness and perceived quality are not significantly influence
repurchase intention.The implications of this study concluded that increasing
the brand loyalty, brand association, and brand image would lead to a better
repurchase intention, by giving more before & after sales services, better
quality of service, building a stable and potential relationship with customers
through customer relationship management programs, regularly follow up
customers needs, and giving special promotions to loyal customers..
Penulis: Bakti Jean Lawas Lawu
Kode Jurnal: jpmanajemendd150665
