PENGARUH BRAND TRUST, BRAND IMAGE DAN BRAND AMBASSADOR TERHADAP MINAT BELI ULANG (STUDI KASUS PADA PRODUK SUNSCREEN AZARINE DI OUTLET PURWODADI)
DOI:
https://doi.org/10.31539/costing.v8i3.15376Keywords:
Kepercayaan Merek, Citra Merek, Duta Merek, Niat Pembelian UlangAbstract
This study was conducted to determine the effect of brand trust, brand image, and brand ambassador on repurchase intention. The population in this study consists of consumers who purchased Azarine sunscreen products at the Purwodadi outlet. A quantitative method was used, and the data were measured using a Likert scale. The sampling technique employed purposive sampling with specific criteria, resulting in a total of 91 respondents. The results of this study indicate that brand trust and brand image have a significant positive effect on repurchase intention, while brand ambassador has a positive but not significant effect on repurchase intention.
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