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PRINT ISSNThe Influnce of Brand Trustworhiness, Product Quality and Brand Experience on Repurchase Intention: Mediated by Brand Love on Fashion Retailer’s Brand
Abstract
This research aims to analyze the positive influence of brand trustworthiness on brand love, product quality on brand love, brand experience on brand love, brand love on repurchase intention, brand love on brand loyalty, and brand loyalty on repurchase intention. The structure of this research involved hypothesis testing, and the research data utilized cross-sectional data. The research sample comprised 339 respondents selected based on the criteria of purchasing fashion products from retail stores at least once in the last six months. The research results indicated that the positive significant effect of brand trustworthiness and product quality on brand love was not proven. However, brand experience was found to affect brand love significantly and positively. Brand love was proven to affect repurchase intention positively and significantly affect brand loyalty. Additionally, brand loyalty was proven to affect repurchase intention positively.
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DOI: https://doi.org/10.26905/jbm.v11i1.12595
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