The Influence of Brand Image and Brand Awareness on Customer Satisfaction and Repurchase Intention at The Local Erigo Brand in Jabodetabek

Abstract

This research aims: 1) To analyze the influence of brand image on customer satisfaction 2) to analyze the influence of brand awareness on customer satisfaction, 3) to analyze the influence of brand image on repurchase intention, 4) to analyze the influence of brand awareness on repurchase intention, 5 ) to analyze the influence of customer satisfaction on repurchase intention, 6) to analyze the influence of brand image on repurchase intention through customer satisfaction, 7) to analyze the influence of brand awareness on repurchase intention through customer satisfaction. The research method used is quantitative and the data collection method uses a survey method. The sample used was 350 respondents who had purchased Erigo products at least twice in Jabodetabek and were aged ≥ 17 years. Data analysis used IBM SPSS Statistics and SEM (Structural Equation Model) LISREL. The results of the research show that brand image has a significant positive effect on repurchase intention, brand awareness has a significant positive effect on repurchase intention, brand image has a significant positive effect on customer satisfaction, brand awareness has a significant positive effect on customer satisfaction, customer satisfaction has a significant positive effect on purchase intention repeat, brand image has an indirect effect on repurchase intention through customer satisfaction, brand awareness has an indirect effect on repurchase intention through customer satisfaction.

Keywords: Brand Image, Brand Awareness, Customer Satisfaction, Repurchase Intention, Local Brand, Erigo