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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Nurjahjadi, Edi
Unknown Affiliation
Economics, Econometrics & Finance

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THE ROLE OF RELIGIOSITY AS MODERATION IN THE EFFECT OF BRAND IMAGE ON REPURCHASE INTENTION AMONG MCDONALD’S CONSUMERS IN BANDUNG CITY Wicaksono, Ichsan; Nurjahjadi, Edi
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 2 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i2.20559

Abstract

This research examines how brand image influences repurchase intention among McDonald's customers in Bandung City, with religiosity serving as a potential moderating factor. The study employed quantitative methodology, surveying 200 purposively selected participants aged 17-45. The findings indicate that brand image has a negative effect on repurchase intention, while religiosity does not significantly moderate this relationship. Despite a strong brand image, repurchase intention remains low due to contextual sensitivities. These results highlight the importance of integrating religiosity-related considerations into marketing strategies during global geopolitical tensions. Keywords: Brand Image; Repurchase Intention; Religiosity
Co-Authors Wicaksono, Ichsan