The Role of Brand Equity, Brand Trust and Customer Satisfaction in Re-Buy Intent

• Author(s): Jayanti Mandasari
• Paper ID: 1703533
• Page: 141-148
• Published Date: 23-06-2022
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 5 Issue 12 June-2022

Abstract

The purpose of this study is to determine the effect of brand equity, brand trust, and consumer satisfaction on the return intention of Sumbawa hypermilk consumers (example of ultramilk consumers in Sumbawa City). This research is quantitative. Questionnaires were used to collect data for this study. In the sampling method, a sample with a low probability is used. The SPSS 25 analysis tool was used for multiple linear regression analysis. According to this study, 1. brand equity has a positive effect on repurchase intentions, 2. brand trust has a positive effect on repurchase intentions, and 3. consumer satisfaction has a positive effect on repurchase intentions.

Keywords

Brand Equity, Brand Trust, Consumer Satisfaction, Repeat Intention.

Citations

IRE Journals:
Jayanti Mandasari "The Role of Brand Equity, Brand Trust and Customer Satisfaction in Re-Buy Intent" Iconic Research And Engineering Journals Volume 5 Issue 12 2022 Page 141-148

IEEE:
Jayanti Mandasari "The Role of Brand Equity, Brand Trust and Customer Satisfaction in Re-Buy Intent" Iconic Research And Engineering Journals, 5(12)