THE INFLUENCE OF BRAND IDENTIFICATION, BRAND AWARENESS AND CUSTOMER SATISFACTION ON REPURCHASE INTENTION, MEDIATING BY BRAND LOYALTY: CASE OF SHOPEE

Abstract

This research purposes are to examine if there is any effect from Brand Identification, Brand Awareness, Customer Satisfaction, Brand Loyalty towards the Repurchase Intention, using the case of Shopee E-commerce Apps. Design/Methodology/Approach Using a Quantitative Method in this research, a questionnaire of total of 19 statements was distributed digitally to the respondents around Greater Jakarta. The requirement to fill up this questionnaire is the person who had used Shopee. In total, the data collected 306 respondents. This data analysis will be using SPSS AMOS Findings Concluding from the analysis, Brand Identification and Brand Loyalty have significant influence towards Brand Loyalty, and Brand Loyalty has a significant influence towards Repurchase Intention. On the other hand, Brand Awareness shows do not has an influence towards Brand Loyalty. Originality/Value: There is plenty of research that has been done toward the Shopee. In this research study, it added more variables that haven’t been used before, the Brand Awareness and Brand Identification.