PENGARUH BRAND EXPERIENCE, BRAND IMAGE-CONGRUENCE, BRAND AFFECT DAN BRANDTRUST TERHADAP REPURCHASE INTENTION PADA PRODUK FASHION BERRYBENKA SECARA ONLINE DI JAKARTA

WIBISONO  SOEDIONO; KLEMENS WEDANAJI  PRASASTYO; MARIA  ADELINE

doi:10.34208/mb.v12i1.881

PENGARUH BRAND EXPERIENCE, BRAND IMAGE-CONGRUENCE, BRAND AFFECT DAN BRANDTRUST TERHADAP REPURCHASE INTENTION PADA PRODUK FASHION BERRYBENKA SECARA ONLINE DI JAKARTA

Authors

WIBISONO SOEDIONO Trisakti School of Management
KLEMENS WEDANAJI PRASASTYO Trisakti School of Management
MARIA ADELINE Trisakti School of Management

DOI:

https://doi.org/10.34208/mb.v12i1.881

Keywords:

Brand experience, Brand image-congruence, Brand affect, Brand trust, Repurchase intention

Abstract

The purpose of this study is to know how the influence of Brand Experience, Brand Image-Congruence, Brand Affect and Brand Trust to Repurchase Intention product online apparel Berrybenka at Jakarta.The research design used in descriptive research and causality research. The sampling used in this research is nonprobability sampling by purposive sampling methods and will require 107 respondents. The respondents must be using product online apparel Berrybenka. The method for analyzing data uses structural equation modeling (SEM), which uses the partial least square analysis program SmartPLS 3.0.The result showed that brand experience have an impact to brand affect. Brand image-congruence have an impact to brand affect. Brand experience have an impact to brand trust. Brand image-congruence have an impact to brand trust. Brand affect have an impact to brand trust. Brand experience have an impact to repurchase intention. Brand image-congruence have an impact to repurchase intention. Brand trust have an impact to repurchase intention.

Published

2020-12-10

How to Cite

SOEDIONO, WIBISONO, KLEMENS WEDANAJI PRASASTYO, and MARIA ADELINE. 2020. “PENGARUH BRAND EXPERIENCE, BRAND IMAGE-CONGRUENCE, BRAND AFFECT DAN BRANDTRUST TERHADAP REPURCHASE INTENTION PADA PRODUK FASHION BERRYBENKA SECARA ONLINE DI JAKARTA”. Media Bisnis 12 (1):57-66. https://doi.org/10.34208/mb.v12i1.881.