ANTECEDENTS OF REPURCHASE INTENTION IN THE ICE CREAM INDUSTRY FOR BANDUNG AREA (A CASE OF PT CAMPINA ICE CREAM TBK)

Abstract

This research’s purposes are to find out whether the variabes contains brand awareness, brand image, product quality, product knowledge, product involvement, product attributes, and brand loyalty have significant impact towards repurchase intention. The methodology used to analyze the influence is a descriptive qualitative. Questionnaire form was done in order to collect the data. Subject of this research are the customer of Campina ice cream lives in Bandung, Indonesia for at least 5 years and are 15-25 years old. The evaluation was made by comparing the current strategy to theory that has been made by previous research. This research is using SEM-PLS and tested outer model measurement, goodness of fit, and inner model measurementThis research is conducted in Bandung, Indonesia using 261 respondents. The study revealed that brand loyalty is has significant influence towards repurchase intention on Campina ice cream, product involvement has significant influence towards repurchase intention, and brand awareness has significant influence towards product quality on Campina ice cream.