The Roles of Brand Equity on Repurchase Intentions in Beauty Industry

Cindy Cantika; Endang Tjahjaningsih; Rio Widhi Mafaaza

doi:10.35315/icms.v2i1.9401

Cindy Cantika Universitas Stikubank
Endang Tjahjaningsih Universitas Stikubank
Rio Widhi Mafaaza Universitas Stikubank

DOI: https://doi.org/10.35315/icms.v2i1.9401

Keywords: Product Quality, Brand Equity, Customer Satisfaction, Repurchase Intentions

Abstract

This study aimed to reveal how product quality and brand equity influence customer satisfaction and how they impact customer repurchase intentions. The population in this study were the sunscreen product customers of Azarine in Semarang City. The sampling technique was purposive sampling and used linear regression analysis techniques. The research was conducted by testing and analyzing the data on whether product quality and brand equity affect satisfaction and the impact on customer loyalty. Based on the primary data of 100 respondents tested and analyzed, it was proven that (1) product quality has a positive and significant effect on customer satisfaction, (2) brand equity has a positive and significant effect on customer satisfaction, and (3) customer satisfaction has a positive and significant effect on customer loyalty