Pengaruh Brand Image dan Brand Experience terhadap Niat Beli Ulang yang Dimediasi oleh Brand Love
DOI:
https://doi.org/10.61132/prosemnasimkb.v2i2.182Keywords:
Brand Experience, Brand Image, Brand Love, McDonald’s, Repurchase IntentionAbstract
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.
Downloads
References
Amanda, P. D. (2024). Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty Melalui Repurchase Intention. Ayan, 15(1).
Firmansyah, M. A. (2019). Buku Pemasaran Produk dan Merek. CV Qiara Media.
Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 untuk Penelitian Empiris. Badan Penerbit UNDIP, 4(1), 35–46.
Irawanti, G. (2024). Pengaruh Brand Image, Brand Experience dan Influencer Marketing terhadap Keputusan Pembelian Konsumen Melalui Niat Beli Sebagai Variabel Intervening pada Produk Kecantikan. E-Jurnal Profit, 9(1), 182-192. https://doi.org/10.59603/masman.v2i1.324
Irvana, N., & Ali, H. (2024). Pengaruh Brand Image, Brand Experience dan Kepuasan Pelanggan terhadap Repurchase Intention pada Kota XYZ. Siber Nusantara Publisher, 2(2), 88–101. https://doi.org/10.38035/jhesm.v2i2
Karjono, A., & Wibowo, E. W. (2022). Analisis Harga Jual terhadap Keputusan Pembelian pada Restoran Cepat Saji McDonald’s. Judicious, 3(2), 317–322. https://doi.org/10.37010/jdc.v3i2
Khatimah, A. K., Sudarwati, & Hamidah, R. A. (2024). Pengaruh Customer Experience, Trust dan Brand Image terhadap Niat Beli Ulang Paket Internet Smartfren. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(3), 2928–2938. https://doi.org/10.47467/alkharaj.v6i3.4803
Matupah, & Kustiawan, U. (2024). Pengaruh Brand Image, Brand Equity, Brand Love dan Store Brand Experience terhadap Repurchase Intention. Jurnal Tadbir Peradaban, 4(2), 337–352.
Nailis, W., Fitrianto, M. E., & Karim, S. (2021). Ketika Cinta Hadir: Pengaruh Brand Love terhadap E-WOM dan Loyalitas Merek. Jurnal Manajemen dan Bisnis Sriwijaya, 19(2), 118–128.
Putri, E. H. L., Sulhaini, & Edy, H. M. L. (2023). Pengaruh Brand Experience, Cita Rasa, dan Variasi Menu terhadap Niat Beli Ulang di Kedai Serabi Bandung. Journal JMM Unram, 12(3), 319–331. https://doi.org/10.29303/jmm.v12i3.792
Sugiyono, S. (2013). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif dan R&D. Alfabeta.
Sumantri, D. R., & Pakpahan, A. K. (2023). Pengaruh Customer Satisfaction, Brand Image, dan Brand Love terhadap Brand Loyalty Restoran Fast Food di Jakarta. Media Riset Bisnis dan Manajemen, 23(1), 25–42. http://dx.doi.org/10.25105/mrbm.v23i1.20639
Ummah, N. K. (2024). Pengaruh Citra Merek dan Kualitas Produk terhadap Niat Beli Baju Thrifthing Dimediasi Kepercayaan dan Sikap Konsumen dalam Perspektif Bisnis Islam. Jurnal Pendidikan Islam Anak Usia Dini, 15(1).
Violeta, L. G., & Farida, S. N. (2023). Pengaruh Brand Image dan Customer Experience Melalui Customer Satisfaction Sebagai Variabel Intervening terhadap Customer Loyalty pada Mcdonald’s Rungkut di Surabaya. Journal of Management and Business, 6(1), 673–685. https://doi.org/10.37531/sejaman.v6i1.457
Wicaksono, D. G. (2023). Pengaruh Brand Experience dan Brand Trust terhadap Brand Loyalty Melalui Brand Love Sebagai Variabel Intervening pada Smartphone Merek Iphone di Semarang. Jurnal Ilmu Manajemen. 13(1).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
