Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Artificial Intelligence and Digital Economy
Audi Prima Ramadhani
Muhammadiyah University of Sidoarjo, Indonesia

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
THE INFLUENCE OF BRAND LOYALTY, PERCEIVED QUALITY AND BRAND TRUST ON REPEAT PURCHASE OF UNILEVER PRODUCTS Audi Prima Ramadhani; Rizky Eka Febriansah; Mochamad Rizal Yulianto
Journal of Artificial Intelligence and Digital Economy Vol. 2 No. 3 (2025): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v2i3.1513

Abstract

Objective: This study aims to examine the influence of brand loyalty, perceived quality, and brand trust on consumers repurchase decisions for Unilever products amid intensified competition and boycott issues in Indonesia. Method: A quantitative research approach was employed with data collected from 96 respondents through questionnaires, supported by secondary data from journals, books, and official websites. Data were analyzed using SPSS software, employing multiple linear regression along with validity, reliability, normality, multicollinearity, heteroscedasticity, t-tests, F-tests, and coefficient of determination (R²) analyses. Results: The findings reveal that brand loyalty, perceived quality, and brand trust each have a significant positive effect on repurchase behavior, indicating that consumers’ confidence and attachment to the brand remain key determinants of repeat purchases even during brand-related crises. Novelty: This study contributes to consumer behavior research by highlighting how trust and loyalty sustain repurchase intentions under boycott conditions, providing practical insights for brand resilience strategies in the Indonesian manufacturing industry.
Co-Authors Mochamad Rizal Yulianto Rizky Eka Febriansah