Influence Brand Image, Brand Awareness, and Brand Association To Re-Buy Interest in Viva Cosmetic Products In Bogor
Keywords:
Brand Image, Brand Awareness, Brand Association, Repurchase IntentionAbstract
This study aims to determine how Brand Image, Brand Awareness, and Brand Association affect Re-buy Interest in Viva cosmetic products in the Bogor area. This study was conducted on consumers who use Viva cosmetics in Bogor. The minimum number of samples set was 110, but the researcher obtained samples of more than 110. A nonprobability sampling technique, namely purposive sampling, was used. Data collection was carried out by distributing questionnaires. SEM (Structural Equation Modeling) using SmartPLS software version 3.0 is the analysis method used. The study results show that brand awareness does not have much of an effect on re-buy interest. Of the three variables that affect re-buy interest, the most dominant variable is brand association, which can be seen based on the highest T Statistics value of 4.274.
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