Pengaruh Citra Merek Melalui Sikap Konsumen Terhadap Niat Beli Ulang Pada Produk Busana Muslim Zoya di Surabaya
Abstract: This study aims to
determine the effect of brand image to re-purchase intention through attitude
of consumers to the brand in the Zoya’s Muslim fashion products in Surabaya.
This sudy collects primary data from the questionere with 30 sample. The
sample is the consumer of Zoya’s products in Surabaya. This study utilizes
Consumer characteristics who have ever made a purchase Zoya’s products in
Surabaya within the past year. The sampling technique is accidental and
purposive sampling.
This study utilizes quantitative approach path analysis technique (path
analysis). Endogenous variables is re-purchase intention, whereas exogenous
variables is brand image and intervening endogenous variable is the attitude of
consumers to the brand image. The results indicates that the brand image has a
positive and significant impact to the consumer attitudes on Zoyas’s Muslim
fashion brand. Other results shows that a significant influence on consumer
attitudes and re-purchase intention . Then, the brand image is also has
positive and significant impact on re-purchase intention on the Zoya’s Muslim
fashion in Surabaya. Based on these findings, Zoya Surabaya branch should
maintain and enhance the brand image of
Zoya and positive attitudes of consumers towards the Muslim fashion Zoya so as
to improve on the consumer's purchase intention on products Moslem Zoya. For
the further research, it will be better by adding a moderator variables such as
the level of religious knowledge that will get an idea whether the moderator
variables will weaken or increase the influence of consumer attitudes to
re-purchase intention of consumers on Zoyas’s Muslim fashion brand.
Keywords: Brand Image, Brand
Top Consumer Attitudes, Re-purchase Intentions
Penulis: Nurul Ain, Ririn Tri
Ratnasari
Kode Jurnal: jpmanajemendd151462
