The Influence Of Brand Image And Lifestyle On Repurchase Intention Through Customer Satisfaction Buttonscarves In Pekanbaru City

Nadia Karima; Zulkarnain; Gatot Wijayanto

doi:10.36378/internationalconferenceuniks.v2i1.3845

Nadia Karima Universitas Riau
Zulkarnain Universitas Riau
Gatot Wijayanto Universitas Riau

DOI: https://doi.org/10.36378/internationalconferenceuniks.v2i1.3845

Keywords: Brand Image, Lifestyle, Repurchase Intention, Customer Satisfaction Buttonscarves

Abstract

Influencing factors include Brand Image, Lifestyle, product price and quality, product design and customer satisfaction. The purpose of this study is to examine the influence of brand image and lifestyle on Repurchase Intention through Customer Satisfaction Buttonscarves. The study population was Buttonscarves consumers and a sample of 217. The data collection technique uses questionnaires and interviews. Data analysis uses Structural Equation Modelling (SEM). The results of the study show that Brand Image and lifestyle have a significant effect on Customer Satisfaction. A positive brand image and a well-aligned lifestyle have a strong influence on customer satisfaction. Brand Image and lifestyle have a significant influence on Repurchase Intention: Brand image and lifestyle that match the product have a significant influence on customers to make repeat purchases. Customer satisfaction, brand image and lifestyle mediate a significant influence on Repurchase Intention. Customer satisfaction, brand image and lifestyle significantly increase their intention to buy again.

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