PENGARUH BRAND ATTACHMENT TERHADAP REPURCHASE INTENTION DENGAN BRAND COMMITMENT SEBAGAI VARIABEL INTERVENING PADA CUSTOMER CRUNCHAUS SALADS
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https://doi.org/10.9744/pemasaran.16.1.37-48
Keywords:
Brand attachment, repurchase intention, brand commitmentAbstract
Nowadays, business competition have been increasingly fierce. Brands must be able to establish close relationships with consumers to win the market. One of the customer-brand relationships that can bind both sides to touch the psychological side of consumers is brand attachment. This study aims to analyze the effect of brand attachment on repurchase intention with brand commitment as an intervening variable on Crunchaus Salads customers. The results of this study prove that the consumer's attachment and commitment to the brand can affect the repurchase behavior of the brand.
Abstrak:
Semakin ketatnya persaingan bisnis saat ini, menjadikan brand harus mampu menjalin hubungan relasi yang dekat dan erat dengan konsumen agar brand dapat memenangkan pasar. Salah satu hubungan relasi antara customer-brand yang mampu mengikat kedua pihak hingga menyentuh sisi psikologis konsumen adalah brand attachment. Penelitian ini bertujuan untuk menganalisa pengaruh brand attachment terhadap repurchase intention dengan brand commitment sebagai variabel intervening pada customer Crunchaus Salads. Hasil penelitian ini membuktikan bahwa keterikatan dan komitmen konsumen terhadap brand dapat mempengaruhi perilaku pembelian ulang pada brand tersebut.
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