Indonesian Journal of Law and Economics Review
Vol 19 No 2 (2024): May
Marketing Management

Brand Image and Satisfaction Drive Repurchase Intentions, While Ambassadors Fail in Indonesia
Citra Merek dan Kepuasan Mendorong Niat Beli Ulang, Sementara Duta Merek Gagal di Indonesia


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  • Nurul Iflaahiyah S,
  • Dewi Komalasari*
Nurul Iflaahiyah S
Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia, Indonesia
Dewi Komalasari
Fakultas Bisnis, Hüküm, dan Ilmu Sosial Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i2.1122
Published June 3, 2024
Keywords
  • Brand Image,
  • Brand Ambassador,
  • Consumer Satisfaction,
  • Repurchase Intention,
  • Scarlett Whitening
How to Cite
Iflaahiyah S, N., & Komalasari, D. (2024). Brand Image and Satisfaction Drive Repurchase Intentions, While Ambassadors Fail in Indonesia. Indonesian Journal of Law and Economics Review, 19(2), 10.21070/ijler.v19i2.1122. https://doi.org/10.21070/ijler.v19i2.1122

Copyright (c) 2024 Nurul Iflaahiyah S, Dewi Komalasari

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study investigates the impact of Brand Image, Brand Ambassador, and Consumer Satisfaction on repurchase intention for Scarlett Whitening products in Sidoarjo. Using a quantitative approach, data were collected from 96 respondents through questionnaires and analyzed using multiple linear regression with SPSS 16.0. The results show that both Brand Image and Consumer Satisfaction positively and significantly affect repurchase intention, while Brand Ambassador does not. These findings highlight the importance of enhancing brand image and consumer satisfaction to encourage repeat purchases. Companies should prioritize these areas to maintain customer loyalty and drive sales.

 

Highlight: 

  1. Brand Image: Significantly boosts repurchase intention for Scarlett Whitening products.
  2. Consumer Satisfaction: Crucial for encouraging repeat purchases.
  3. Brand Ambassador: Does not significantly influence repurchase intention.

 

Keyword:  Brand Image, Brand Ambassador, Consumer Satisfaction, Repurchase Intention, Scarlett Whitening

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