The Influence of Brand Awareness and Perceived Value on Es Teler Creamy Repurchase Intention
Keywords:
Brand awareness; Es Teler Creamy; influence; perceived valeu; repurchase intention.Abstract
Competition in the food business is getting tougher, so companies must maintain consumer loyalty, especially for local products such as Es Teler Creamy. This study aims to see how brand awareness and perceived value influence consumer intention to repurchase Es Teler Creamy. In this study, a quantitative method was used with a design that investigates cause-and-effect relationships, involving 45 consumers who had purchased the product at least twice as participants, who were selected in a specific way. Information was collected through questionnaires and examined using multiple linear regression analysis. The results of this study indicate that brand awareness and perceived value have a positive and significant impact, both separately and together, on influencing repurchase intention. Perceived value turned out to be the most powerful factor in influencing consumer decisions to repurchase. From this study, it is recommended that business actors increase their brand awareness with regular promotions and increase perceived value by maintaining product quality and offering reasonable prices according to the benefits received by consumers to increase their loyalty.
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