PENGARUH BRAND IMAGE, BRAND AWARENESS, BRAND COMMITMENT, DAN BRAND LOYALTY TERHADAP KEPUTUSAN PEMBELIAN ULANG PRODUK AQUA

Shella Insan Pratiwi, Heny Sidanty

Abstract


This research examines the influence of brand image, brand awareness, brand commitment, and brand loyalty as independent variables on repurchase decisions as the dependent variable. The aim of this research is to provide empirical evidence about the influence of brand image, brand awareness, brand commitment and brand loyalty on the decision to repurchase Aqua Brand AMDK products (case study of the pro-Israel product boycott issue in Madiun City). This research is quantitative descriptive research with primary data and processed using the SPSS 24 application. This research used a questionnaire model with 384 respondents distributed via Google Form. Based on the research results, it can be concluded that brand image, brand awareness, brand commitment, and brand loyalty have a positive and significant influence on the decision to repurchase Aqua brand AMDK products in Madiun City.

Keywords: Brand Image, Brand Awareness, Brand Commitment, Brand Loyalty, Product Repurchase Decisions.


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References


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