Pengaruh Brand Identity Terhadap Timbulnya Brand Preference dan Repurchase Intention Pada Merek Kosmetik Wardah Di Rantauprapat

Dewi Kamaliah Siregar, Yudi Prayoga, Junita Lubis

Abstract


Tujuan penelitian ini adalah untuk mengetahui pengaruh brand idnetity terhadap timbulnya brand preference dan repurchase inetntion pada merek kosmetik wardah di Rantauprapat. Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner. Sampel yang digunakan yaitu non-probability sampling dengan metode judge mental sampling. Teknik analisis data yang digunakan adalah regresi linier berganda menggunakan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa variabel brand identity memiliki pengaruh positif dan signifikan terhadap brand preferebce dan repurchase intenion.


Keywords


Brand Identity; Brand Preference; Repurchase Intention

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DOI: https://doi.org/10.51195/iga.v13i2.295

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