THE INFLUENCE OF BRAND AWARENESS ON REPURCHASE INTENTION: THE MEDIATING ROLE OF BRAND LOYALTY AND PERCEIVED QUALITY (A STUDY ON READY TO DRINK COFFEE’S CUSTOMERS IN MALANG)

Abstract

The main purpose of the study is to investigate the influence of brand awareness, brand loyalty, and perceived quality towards repurchase intention of Ready to Drink (RTD) coffee customers in Malang. Brand loyalty and perceived quality were used as the intervening variables of the relationship between brand awareness and repurchase intention. The study was conducted by distributing 133 questionnaires to customers of RTD coffee in Malang. Regression analysis and mediating test were conducted to examine the hypotheses. Based on the research’s result it was found that brand awareness has positive influence on perceived quality and repurchase intention, but has negative influence on brand loyalty. Perceived quality has positive influence on repurchase intention, but has negative influence on brand loyalty. It was also found that brand loyalty has negative influence on repurchase intention of RTD coffee customers. The mediating tests shows that both brand loyalty and perceived quality do not intervene the relationship between brand awareness and repurchase intention.

Keywords: Brand Awareness, Brand Loyalty, Perceived Quality, Repurchase Intention