Pengaruh Brand Image dan Brand Experience terhadap Niat Beli Ulang yang Dimediasi oleh Brand Love

Inaya Sundari Rahmawati; Andriya Risdwiyanto; Nuralam Nuralam

doi:10.61132/prosemnasimkb.v2i2.182

Pengaruh Brand Image dan Brand Experience terhadap Niat Beli Ulang yang Dimediasi oleh Brand Love

Authors

Inaya Sundari Rahmawati Universitas Proklamasi 45
Andriya Risdwiyanto Universitas Proklamasi 45
Nuralam Nuralam Universitas Proklamasi 45

DOI:

https://doi.org/10.61132/prosemnasimkb.v2i2.182

Keywords:

Brand Experience, Brand Image, Brand Love, McDonald’s, Repurchase Intention

Abstract

This study aims to examine the influence of brand image, brand experience, and brand love on repurchase intention among McDonald’s consumers in Indonesia. A quantitative approach was employed, using a survey method with questionnaires distributed to 100 respondents. Data were analyzed using Partial Least Squares (PLS) with the assistance of SmartPLS version 4.1.1.2. The results indicate that brand image and brand love have a positive and significant effect on repurchase intention, while brand experience does not show a significant effect. Furthermore, brand love mediates the relationship between brand image and repurchase intention but does not mediate the effect of brand experience. These findings highlight the importance of brand image and emotional attachment in fostering consumer loyalty through repurchase intention.

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Published

2025-09-29

How to Cite

Inaya Sundari Rahmawati, Andriya Risdwiyanto, & Nuralam Nuralam. (2025). Pengaruh Brand Image dan Brand Experience terhadap Niat Beli Ulang yang Dimediasi oleh Brand Love. Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan Dan Bisnis, 2(2), 98–109. https://doi.org/10.61132/prosemnasimkb.v2i2.182