THE INFLUENCE OF BRAND IMAGE ON REPURCHASE INTENTION ON CEMENT PRODUCTS IN STORE X

Abstract

Consumers are used to buying cement brands that they are used to buying. Consumers have their own perception of the brand. Consumers who are familiar with the cement they have used will buy this brand again. This study aims to see the effect of brand image on repurchase intention on cement products at shop x. This research is quantitative research. The 50 participants were collected by incidental sampling. Data collected through questionnaires The reliability test was carried out by calculating the Cronbach Alpha reliability correlation. The data analysis technique used a simple linear regression technique. The results of the study indicate that there is a significant positive effect between the brand image and repurchase intention variables, which means that the more positive the brand image, the higher the repurchase intention. This research is expected to enrich the knowledge of readers about the topic of brand image, especially the influence of brand image on repurchase intention in students of the Faculty of Engineering, University of Muhammadiyah Gresik. In addition, the results of the existing research are expected to be a reference for further research. This study uses an incidental sampling technique so that it cannot be ascertained that the representatives of the subjects from all study programs are not certain. It is hoped that future researchers will use subjects from all study programs so that research results can be generalized.