Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
Vol 12, No 1 (2022)

Consumer Satisfaction, Consumer-Brand Identification, and Repurchase Intention

Auliya Nurmalasari (STIE YKPN Yogyakarta, Sleman, Yogyakarta Special Region, Indonesia)
Nikodemus Hans Setiadi Wijaya (STIE YKPN Yogyakarta, Sleman, Yogyakarta Special Region, Indonesia)

Article Info

Publish Date
15 Apr 2022

Abstract

This study proposes whether consumers will be loyal to a product with a brand that they have just bought and tried by knowing their repurchase intention. This study unfolds consumer satisfaction and consumer brand identification as the factors which can influence repurchase intention. A total of 177 samples were used. Path analysis in WarpPLS was used to examine the proposed hypotheses. The results showed a positive relationship influence of consumer satisfaction on repurchase intention. The results also showed a positive consumer-brand identification on repurchase intention. However, consumer-brand identification failed to moderate the relationship between customer satisfaction and repurchase intention.

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Journal Info
Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
Website

Abbrev

maksipreneur

Publisher

Universitas Proklamasi 45 Yogyakarta

Subject

Economics, Econometrics & Finance

Description

Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship (JMP) is a periodical scientific journal published by Universitas Proklamasi 45 (UP45) Yogyakarta, Indonesia, twice a year on December and June. This journal is intended to collect and publish a summary of research results, scientific ...