The Effect of Brand Awareness, Brand Image and Trust On Consumer Buying Interest
DOI:
https://doi.org/10.36418/dev.v3i13.278Abstract
This study is to analyze the effect of brand awareness , brand image and trust on consumer repurchase intention of PT Astra International Isuzu Warung Buncit Branch. The object of this research is Isuzu truck customers who have bought at least 2 times. Determination of sample size using the formula Hair et al., so that the sample used is 150 people. The research method used is quantitative research and the data analysis method used is PLS ( Partial Least Square) technique through SmartPLS 3.2.9 software, using survey method, with research instrument is a questionnaire. This study proves that brand awareness has a negative effect with a value of -0.147 and is not significant on consumer repurchase interest with a T-statistic value of 1.283. Brand image has a positive and significant effect on consumer repurchase interest and trust has a positive and significant effect on consumer repurchase interest..
Published
Issue
Section
License
Copyright (c) 2022 Andyan Pradipta Utama, Aprilia Ningrum Ambarwati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
