MENGEKSPLORASI KESADARAN MEREK TERHADAP MINAT BELI ULANG MELALUI SIKAP TERHADAP MEREK

Abstract

The purpose of this study is to analyze brand awareness affecting attitudes toward brands, brand image affecting attitudes toward brands, brand personality affecting attitudes toward brands and analyze attitudes toward brands that affect repurchase intentions. The problem ofthis research comes from the research gap influence ofbrand awareness with repurchase intentions. The results show that brand awareness affects attitudes toward brands, brand image influences attitudes toward brands, brand personality affects attitudes toward brands and attitudes toward brands affects repurchase intentions. Theoretical implications provide an overview ofthe references used, both the reference problems, the modeling, the outcomes and the prior research agenda. From the result of full SEM analysis got the theoretical implication that when company have purpose to increase buying interest, hence need to consider how to improve attitude toward brand. Attitudes toward brands are supported by brand awareness, brand image and brand personality. While its managerial implication is attitude variable to brand have positive and significant effect to repurchase intentions. In order to increase this repurchase intentions, brand attitudes are positively influenced by brand awareness, brand image and brand personality. The originality ofthis research is that the relationship between brand awareness and repurchase intention is still a debate among researchers. Therefore, this study seeks to explain the relationship between brand awareness and repurchase intention by adding mediation variables, ie attitudes toward brands that are influenced by brand image and brand personality. Keywords: Brand Awareness, Brand Image, Brand Personality, Attitude Toward Brand, Repurchase Intention.