Testing the Mediating Role of Brand Trust on Repurchase Intention among Kopi Kenangan Customers in DKI Jakarta

Abstract

This study aims to examine the mediating role of brand trust on repurchase intention in Kopi Kenangan customers. The four variables used in this study are repurchase intention, brand trust, brand image, and brand awareness. This research was conducted in DKI Jakarta using quantitative research methods and a Likert scale as a measurement of respondents' answers, with the sample used being visitors to Kopi Kenangan who live in DKI Jakarta, have made purchases at least three times and have an age range of at least 17 years. In this study, the sampling technique was non-probability sampling with a quota sampling method of 361 respondents obtained. The research analysis technique used SPSS (Statistical Program for Social Science) and SEM (Structural Equation Model). The results of the study are brand image, brand trust, and brand awareness directly have a significant effect on repurchase intention. Brand awareness and brand image directly have a significant effect on repurchase intention, then the intervening variable, namely brand trust, succeeds in partially mediating the brand image and brand awareness variables on repurchase intention.