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.