The Influence of Brand Equity on Repurchase Intentions for Scarlett Products in Border Regions
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Abstract
This study aims to analyze the effect of brand equity dimensions on repurchase intention of Scarlett skincare products in Bengkayang. The dimensions of brand equity studied include brand awareness, brand association, perceived quality, brand loyalty, and other brand assets such as product distribution channels. This research uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to consumers who have used Scarlett products at least once. There are 200 respondents who have participated to fill out the questionnaire, but only 159 respondents were distributed in this study. The results showed that the variables of brand association, brand loyalty and other brand assets have a positive and significant influence on repurchase intention. In contrast, the variables of brand awareness and perceived quality show a negative and significant effect. These results indicate that good management of the dimensions of brand equity can increase consumer repurchase interest in Scarlett products. This study suggests adding other variables in future research to gain a deeper understanding.
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How to Cite
Deasi, M., & Kristianto, A. H. (2024). The Influence of Brand Equity on Repurchase Intentions for Scarlett Products in Border Regions. ProBisnis : Jurnal Manajemen, 15(3), 422–429. Retrieved from http://ejournal.joninstitute.org/index.php/ProBisnis/article/view/575
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Suttikun, C., & Meeprom, S. (2021). Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on customer loyalty. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1976468
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Verdilla, V., & Albari. (2018). Dampak Dimensi Ekuitas Merek Dalam Membentuk Minat Beli Ulang. Jurnal Manajemen Maranatha, 17(2), 81–90.
Yudhi, S. A., Wirianto, G. N., & Andreani, F. (2019). Pengaruh Kesadaran Merek, Asosiasi Merek, Dan Persepsi Kualitas Terhadap Minat Beli Ulang Pada Kakkk, Ayam Geprek!!! Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 9, 2013–2015.
Arius, K. (2020). Analisis Asosiasi Merek Iphone Pada Mahasiswa Vokasi UI Di Masa Pandemi. Jurnal Administrasi Bisnis Terapan, 2(2). https://doi.org/https://doi.org/10.7454/jabt.v2i2.97
Creswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (P. Leavy (ed.); 3rd ed.). SAGE Publications. https://books.google.co.id/books?id=qUiKEAAAQBAJ&lpg=PP1&ots=RxKgKlFnaO&dq=Research Design%3A Qualitative%2C Quantitative%2C and Mixed Methods Approaches&lr&hl=id&pg=PA71#v=onepage&q=Research Design: Qualitative, Quantitative, and Mixed Methods Approaches&f=false
Damayanti, R., Komariah, K., & Norisanti, N. (2022). Analisis Kesadaran Merek Dan Daya Tarik Iklan Terhadap Sikap Merek Kosmetik Wardah Dimasa Pandemi Covid-19. Management Studies and Entrepreneurship Journal, 3(4).
Durianto, Sugiarto, & Sitinjak, T. (2012). Brand Equity Ten, Strategi Memimpin Pasar. Gramedia Pustaka Utama.
Febrianto, A., Widad, R., Aini, R. N., Jadid, U. N., & Desire, I. (2022). Akselerasi Distribusi Technical Selling Melalui Knowledge Sharing Pada Media Sosial ( Studi Pada Store Ms Glow Kraksaan Probolinggo ). Jurnal Hukum Islam, Ekonomi Dan Bisnis, 8. https://doi.org/10.30739/istiqro.v8i2.1503
Hair, J. (2010). Multivariate Data Analysis (p. 761). https://www.drnishikantjha.com/papersCollection/Multivariate Data Analysis.pdf
Hair, J. F. H., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis.
Jainuddin, & Ernawati, S. (2020). Pengaruh Promosi dan Saluran Distribusi Terhadap keputusan pembelian ulang pada Sosis BE MART Cabang Bima. Journal.Trunojoyo.Ac.Id/Pamator, 13(1).
Janna, N. M. (2021). Konsep Uji Validitas Dan Reliabilitas Dengan Menggunakan SPSS.
Mulyadi, S. (2017). Pengaruh Ekuitas Merek Terhadap Minat Beli Ulang Smartphone Merek Iphone Di Palembang. Eprints.Ukmc.Ac.Id.
Munir, M., & Putri, A. F. W. (2022). Pengaruh Saluran Distribusi , Gaya Hidup dan Kelompok Acuan Terhadap Minat Beli Ulang Air Minum Dalam Kemasan Merek Cleo di Surabaya. ARBITRASE: Journal of Economics and Accounting, 2(3), 88–93. https://doi.org/10.47065/arbitrase.v2i3.341
Nabila, R., Adzani, S., & Mardjuni, M. S. (2023). Analisis Dimensi Ekuitas Merek Terhadap Keputusan Pembelian Konsumen Pada Mobil Honda CR-V. Ekonomi Bisnis.
Nyarmiati, & Astuti, S. R. T. (2021). Analisis Pengaruh Kualitas Layanan, Kualitas Produk, Brand Image Dan Perceived Value Terhadap Minat Beli Ulang Dengan Kepuasan Pelanggan Sebagai Variabel Intervening. Jurnal Manajemen, 10(2), 14.
Patoding, A. A., & Muzammil, O. M. (2023). The Influence of Brand Awareness , Perceived Quality , Brand Association , Brand Loyalty on Repurchase Intention Towards Bear Brand ’ s Consumers. 4(2).
Phong, L. T., Nga, T. H., Hanh, N. T., & Minh, N. Van. (2020). Relationship between brand association and customer loyalty: The case of online retail industry. Management Science Letters, 10(7). https://doi.org/10.5267/j.msl.2019.12.012
Putra, D. A. (2018). Analisis Kesadaran Merek, Persepsi Kualitas, Asosisasi Merek, Dan Loyalitas Merek Yang Mempengaruhi Ekuitas Merek Produk Sepatu Olahraga Merek Adidas.
Rosa, A. (2020). Anak Desa Berpenampilan Kota “Agama, Budaya dan Gaya Hidup Populer Remaja” (Issue July). Fakultas Ushuluddin Dan Filsafat UIN AR-Raniry Banda Aceh.
Setiawan, A., Arifin, R., & Asiyah, S. (2020). Pengaruh Harga, Kualitas Produk, Saluran Distribusi, Brand Image, Brand Trust, Dan Promosi Terhadap Keputusan Pembelian Ulang Kerupuk Rambak Lestari Eco Desa Sembung Tulungagung. E-JRM: Elektronik Jurnal Riset Manajemen.
Sofia, A. Az. (2022). Analisis Pengaruh Loyalitas Merek dan Preferensi Merek Terhadap Niat Pembelian Ulang Smartphone Pada Generasi Z. In dSpace. Universitas islam Indonesia (Issue 8.5.2017). Universitas Islam Indonesia, Fakultas Bisnis Dan Ekonomika Yogyakarta.
Sutikno. (2020). Analisis Kesadaran Merek, Persepsi Kualitas Dan Assosiasi Merek Terhadap Keputusan Pembelian. Jurnal Ekonomi Vokasi, Vol. 3(1).
Suttikun, C., & Meeprom, S. (2021). Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on customer loyalty. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1976468
Vega, N. (2021). Pengaruh citra merek (Brand Image) terhadap loyalitas merek produk lipstik wardah pada global kosmetik kecamatan Tualang kabupaten Siak. Synergy; Jurnal Bisnis Dan Manajemen, 1(2), 38–44.
Verdilla, V., & Albari. (2018). Dampak Dimensi Ekuitas Merek Dalam Membentuk Minat Beli Ulang. Jurnal Manajemen Maranatha, 17(2), 81–90.
Yudhi, S. A., Wirianto, G. N., & Andreani, F. (2019). Pengaruh Kesadaran Merek, Asosiasi Merek, Dan Persepsi Kualitas Terhadap Minat Beli Ulang Pada Kakkk, Ayam Geprek!!! Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 9, 2013–2015.