Pengaruh Brand Image, Brand Awareness, dan Perceived Quality Terhadap Repurchase Intention Produk Makarizo (Pada Mahasiswa S1 Universitas Diponegoro Pengguna Produk Makarizo)

Abstract

Competition in the hair care product business is currently increasing, so companies must be able to develop and compete with competitors. Makarizo must be able to create products with quality so as to create a good image and then consumers will always remember Makarizo in their deepest thoughts. Data from outlet sales in Semarang City shows that the target achievement has not been maximized. This study aims to determine the effect of brand image, brand awareness and perceived quality on Makarizo's repurchase intention on Diponegoro University undergraduate students. This type of research uses explanatory research with a sample size of 100 respondents, using non-probability sampling techniques and accidental sampling research methods. The results showed that brand image, brand awareness and perceived quality were tested partially, had a significant positive effect on repurchase intention. Simultaneously, the study found that brand image has no significant effect on repurchase intention, brand awareness and perceived quality have a significant effect on repurchase intention where perceived quality has the most dominant influence. Based on these results, it is recommended that Makarizo further improve brand image, brand awareness and perceived quality so as to encourage consumers to make repurchases.

Keywords: Brand Image; Brand Awareness; Perceived Quality; Repurchase Intention

Persaingan bisnis produk perawatan rambut saat ini semakin meningkat, maka perusahaan harus bisa berkembang dan bersaing dengan para pesaing. Makarizo harus mampu menciptakan produk dengan kualitas sehingga tercipta citra yang baik lalu konsumen akan selalu mengingat Makarizo dalam pikiran terdalam. Data dari penjualan outlet di Kota Semarang menunjukkan pencapaian target yang belum maksimal. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, brand awareness dan perceived quality terhadap repurchase intention Makarizo pada Mahasiswa S1 Universitas Diponegoro. Tipe penelitian ini menggunakan explanatory research dengan jumlah sampel 100 responden, dengan menggunakan teknik non-probability sampling dan metode penelitian accidental sampling. Analisis data menggunakan bantuan program Microsoft Excel dan SPSS versi 26. Hasil penelitian menunjukkan bahwa brand image, brand awareness dan perceived quality diuji secara parsial, berpengaruh signifikan positif terhadap repurchase intention. Secara simultan, penelitian mendapatkan hasil bahwa brand image tidak berpengaruh signifikan terhadap repurchase intention, brand awareness dan perceived quality berpengaruh signifikan terhadap repurchase intention dimana perceived quality memiliki pengaruh paling domininan. Berdasarkan hasil tersebut disarankan Makarizo lebih meningkatkan brand image, brand awareness dan perceived quality sehingga mendorong konsumen untuk melakukan pembelian kembali.

Kata Kunci: Brand Image; Brand Awareness; Perceived Quality; Repurchase Intention