The Synergy of Brand Awareness and Brand Trust towards Repurchase Intention

Abstract

In an increasingly competitive business environment, a company's ability to retain customers by enhancing repurchase intention becomes crucial. Brand Awareness and Brand Trust are two essential elements that can influence consumers' repurchase intentions. Brand Awareness helps consumers recognize and remember the brand, while Brand Trust fosters deep trust and loyalty toward the brand. The synergy between these two elements is believed to enhance consumers' desire to continue making repeat purchases. This study aims to explore the synergy between Brand Awareness and Brand Trust in influencing repurchase intention. The research adopts a quantitative approach with a survey method involving respondents who are active users of the Uwinfly electric bicycle brand. Data were collected through a questionnaire and analyzed using multiple regression techniques to identify relationships between the variables under study. The findings reveal that Brand Awareness does not significantly impact repurchase intention, whereas Brand Trust has a significant effect on repurchase intention. These results provide valuable insights for companies in designing comprehensive marketing strategies that not only focus on increasing brand awareness but also on strengthening consumer trust in the brand to foster long-term loyalty.

Keywords: Brand Awareness, Brand Trust, Repurchase Intention