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All Journal Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis
Inaya Sundari Rahmawati
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Decision Sciences, Operations Research & Management

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Pengaruh Brand Image dan Brand Experience terhadap Niat Beli Ulang yang Dimediasi oleh Brand Love Inaya Sundari Rahmawati; Andriya Risdwiyanto; Nuralam Nuralam
Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Vol. 2 No. 2 (2025): Desember : Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/prosemnasimkb.v2i2.182

Abstract

This study aims to examine the influence of brand image, brand experience, and brand love on repurchase intention among McDonald’s consumers in Indonesia. A quantitative approach was employed, using a survey method with questionnaires distributed to 100 respondents. Data were analyzed using Partial Least Squares (PLS) with the assistance of SmartPLS version 4.1.1.2. The results indicate that brand image and brand love have a positive and significant effect on repurchase intention, while brand experience does not show a significant effect. Furthermore, brand love mediates the relationship between brand image and repurchase intention but does not mediate the effect of brand experience. These findings highlight the importance of brand image and emotional attachment in fostering consumer loyalty through repurchase intention.
Co-Authors Andriya Risdwiyanto Nuralam Syamsuddin