The Impact of Brand Awareness, Perceived Quality, and Brand Associations on Female Consumers' Repurchase Intention in the Fashion Industry
DOI:
https://doi.org/10.52432/justbest.5.1.1-9Keywords:
Brand Awareness, Perceived Quality, Brand Associations, Repurchase Intention, Fashion IndustryAbstract
The fashion industry in Indonesia, especially in Badung Regency, Bali, faces challenges in maintaining consumer loyalty amidst intense competition. One way to maintain loyalty is to understand the factors that influence consumer repurchase intention. This study aims to analyze the effect of brand awareness, perceived quality, and brand associations on repurchase intention in women who use fashion products. A quantitative approach was used with a descriptive correlational research design. Data were collected through questionnaires distributed to 96 respondents, and multiple regression analysis was conducted using SPSS. The results showed that all independent variables, namely brand awareness, perceived quality, and brand associations, had a positive and significant effect on repurchase intention. Among the three variables, perceived quality had the greatest influence. These findings indicate that fashion companies need to strengthen brand awareness, maintain product quality, and create positive brand associations to increase consumer loyalty and encourage repeat purchases. This study contributes to the development of consumer behavior and brand equity theories, as well as providing practical recommendations for companies in designing more effective marketing strategies.
References
Alamin, Z., Missouri, R., Sutriawan, S., Fathir, F., & Khairunnas, K. (2023). PERKEMBANGAN E-COMMERCE: ANALISIS DOMINASI SHOPEE SEBAGAI PRIMADONA MARKETPLACE DI INDONESIA. J-ESA (Jurnal Ekonomi Syariah), 6(2), 120–131. https://doi.org/10.52266/JESA.V6I2.2484
Asmoro, T., & Meirinaldi, M. (2021). PERANAN KINERJA EKSPOR INDUSTRI KREATIF BIDANG FESYEN TERHADAP NERACA PERDAGANGAN DAN PENYERAPAN TENAGA KERJA DI INDONESIA. Jurnal Ekonomi, 23(3), 176–189. https://doi.org/10.37721/JE.V23I3.870
Bernarto, I., Pink Berlianto, M., Cahya, Y. F., Meilani, P., Masman, R. R., & Suryawan, I. N. (2020). The Influence Of Brand Awareness, Brand Image, And Brand Trust On Brand Loyalty. Jurnal Manajemen, 24(3), 412–426. https://doi.org/10.24912/JM.V24I3.676
Ilmiah, J., Bisnis, M., & Hudaya, A. (2020). Analisa Factor yang Mempengaruhi Niat Pembelian Kembali pada Private Label. Jurnal Ilmiah Manajemen Dan Bisnis, 6(1), 335217. https://doi.org/10.22441/JIMB.V6I1.7660
Ishak, R. F., & Somadi, S. (2019). Analisis Efisiensi Industri Kreatif Unggulan Kota Bandung Dengan Pendekatan Data Envelopment Analysis. Competitive, 14(1), 1–13. https://doi.org/10.36618/COMPETITIVE.V14I1.503
Ling, S., Gutierrez, J., Gu, K., & Le Callet, P. (2019). Prediction of the Influence of Navigation Scan-Path on Perceived Quality of Free-Viewpoint Videos. IEEE Journal on Emerging and Selected Topics in Circuits and Systems, 9(1), 204–216. https://doi.org/10.1109/JETCAS.2019.2893484
Liu, L., Dzyabura, D., & Mizik, N. (2020). Visual Listening In: Extracting Brand Image Portrayed on Social Media. Https://Doi.Org/10.1287/Mksc.2020.1226, 39(4), 669–686. https://doi.org/10.1287/MKSC.2020.1226
Nugroho, R. W., Insani, S. F., & Cahyaningrum, B. N. (2020). Pengaruh Asosiasi Merek, Loyalitas Merek, Kesadaran Merek dan Citra Merek terhadap Ekuitas Merek Nike Di Media Sosial Pada Kalangan Konsumen Muda. Journal of Business, Finance, and Economics (JBFE), 1(1). https://doi.org/10.32585/.V1I1.723
Sartika, D. (2020). Melihat Attitude and Behavior Manusia Lewat Analisis Teori Planned Behavioral. JIGC (Journal of Islamic Guidance and Counseling), 4(1), 51–70. https://doi.org/10.30631/JIGC.V4I1.40
Triaji, B., & Wathan Mataram, N. (2022). PENGARUH FAKTOR-FAKTOR BRAND EQUITY TERHADAP BRAND TRUST PRODUK AMDK MEREK AQUA (STUDI PADA PELANGGAN DI KABUPATEN LOMBOK TIMUR). JMM UNRAM - MASTER OF MANAGEMENT JOURNAL, 11(2), 105–119. https://doi.org/10.29303/JMM.V11I2.698
Viona, V., Yohanes, K., Mega, L. S., Kurniawati, W., Farady Marta, R., & Isnaini, D. M. (2021). NARASI SHOPEE DALAM MENGEMBANGKAN EKONOMI KREATIF BERBASIS TEKNOLOGI E-COMMERCE DI ERA MODEREN. AGUNA: Jurnal Ilmu Komunikasi, 2(1), 46–65. https://doi.org/10.35671/AGUNA.V2I1.1198
