Do brand image, product quality impact eiger bags repurchase intention?
Abstract
The aim of this research is to delve into the dynamics of consumer behaviour and its relationship with brand image, product quality, brand trust, and repurchase intention, focusing on the Eiger brand. The study employs a causal method, collecting data through questionnaires from 227 Eiger product users in Indonesia, utilizing purposive sampling techniques. Data analysis is conducted using Structural Equation Modeling (SEM) and AMOS 24, with measurements of brand image, product quality, brand trust, and repurchase intention variables. The findings indicate that brand image and product quality have a positive and significant impact on repurchase intention, with brand trust acting as a mediator that strengthens this relationship. This research provides valuable insights into understanding the contributions of brand image, product quality, and brand trust in influencing consumer repurchase intentions. Marketing and brand development strategies are recommended to maintain the competitive edge of Eiger in the outdoor equipment market. Research limitations include restricted variables and study subjects, suggesting that future research could expand analyses to external factors and comparisons with key competitors to enhance the understanding of consumer dynamics.
Downloads
References
Ahn, S. H., Myeong, S. H., & Yoon, D. I. (2014). The effects of emotional value of consumption of coffee shop users on their consumption propensities and customer behavioral intentions. Journal of Tourism Sciences, 38(8), 271–293.
Alessandrina, D. (2023). Pertama Kali Go Global, Simak Strategi Eiger Perluas Pasar ke Swiss. Marketeers.Com. https://www.marketeers.com/pertama-kali-go-global-simak-strategi-eiger-perluas-pasar-ke-swiss/
Arif, M. E. (2019). the Influence of Electronic Word of Mouth (Ewom), Brand Image, and Price on Re-Purchase Intention of Airline Customers. Jurnal Aplikasi Manajemen, 17(2), 345–356. https://doi.org/10.21776/ub.jam.2019.017.02.18
Bhakuni, P., Rajput, S., Sharma, B. K., & Bhakar, S. S. (2021). Relationship Between Brand Image and Store Image As Drivers of Repurchase Intention in Apparel Stores. Gurukul Business Review, 17(1), 63–73. https://doi.org/10.48205/gbr.v17.6
Bupalan, K., Rahim, S. A., Ahmi, A., & Rahman, N. A. A. (2019). Consumers’ repurchase intention towards counterfeit products. International Journal of Supply Chain Management, 8(3), 973–981.
Chinomona, R., & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: A case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1), 143–154. https://doi.org/10.24052/jbrmr/v12is01/tiobabaapqoblariacomcfcbisa
Dam Tri Cuong. (2022). The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention. Proceedings of International Conference on Emerging Technologies and Intelligent Systems. https://doi.org/10.1007/978-3-030-82616-1_44
Darestani, S. A., Ismail, M. Y., Ismail, N., & Yusuff, R. M. (2010). Quantifying suppliers’ product quality: An exploratory product audit method. South African Journal of Industrial Engineering, 21(2), 149–159. https://doi.org/10.7166/21-2-56
Dash, G., Chakraborty, D., & Alhathal, F. (2022). Assessing Repurchase Intention of Learning Apps during COVID-19. Electronics (Switzerland), 11(9). https://doi.org/10.3390/electronics11091309
Dharmadiaksa Saputra, I. G. M., & Ekawati, N. W. (2020). Mediating Role Customer Satisfaction Brand Image Effect on Repurchase Intention (A Case Study on Consumer Talib M.Aboe Shop in Tabanan City). American Journal of Humanities and Social Sciences Research, 4(3), 3–88. www.ajhssr.com
Eiger, A. (2023). Ronny Lukito Founder and Chairman EIGER Raih Penghargaan Marketing Terbaik. Blog.Eigeradventure.Com. https://blog.eigeradventure.com/ronny-lukito-eiger-raih-penghargaan-marketing-terbaik/
El Shiffa, N. A., Rahmiati, F., Santoso, A. S., & Yustina, A. I. (2021). Strategic entrepreneurship for achieving customers repurchase intention amidst pandemic COVID-19 on digital multi-sided platform: A case of Traveloka. Procedia Computer Science, 197, 247–255. https://doi.org/10.1016/j.procs.2021.12.138
Ellitan, L., Sindarto, J., & Agung, D. A. (2023). The Influence of Brand Image and Product Innovation on Customer Repurchase Intention through The Mediation of Customer Satisfaction Towards Indomie. Journal of Entrepreneurship & Business, 4(1), 32–45. https://doi.org/10.24123/jeb.v4i1.5275
Girsang, N. M., Rini, E. S., & Gultom, P. (2020). The Effect Of Brand Image And Product Quality On Re-Purchase Intention With Customer Satisfaction As Intervening Variables In Consumers Of Skincare Oriflame Users – A Study On Students Of North Sumatra. European Journal of Management and Marketing Studies, 5(1), 40–57. https://doi.org/10.5281/zenodo.3627548
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Han, H., Yu, J., Chua, B. L., Lee, S., & Kim, W. (2019). Impact of core-product and service-encounter quality, attitude, image, trust and love on repurchase: Full-service vs low-cost carriers in South Korea. International Journal of Contemporary Hospitality Management, 31(4), 1588–1608. https://doi.org/10.1108/IJCHM-05-2018-0376
Hapsoro, B. B., & Hafidh, W. A. (2018). The Influence of Product Quality and Brand Image on repurchase Intention of Halal Cosmetic Products in e-Commerce. Journal of Business and Entrepreneurship, 7(1), 40–50.
Hermanto, K., Christanto, B., & Walukow, P. C. (2020). The Influence of ewom characteristics on online repurchase intention mediating role of trust: case study of Zalora. HD28 Management. Industrial Management. https://api.semanticscholar.org/CorpusID:229212854
Huang, L. C., Gao, M., & Hsu, P. F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Ekoloji, 28(107), 283–287.
Hutomo, A., Marditama, T., Limakrisna, N., Sentosa, I., Lee, J., & Yew, K. (2020). Green Human Resource Management, Customer Environmental Collaboration and the Enablers of Green Employee Empowerment: Enhanching an Environmental Performance. 1(2), 358–372. https://doi.org/10.38035/DIJEFA
Jalantina, D. I. K. (2022). The Role of Brand Trust As An Intervening Variable In Online Customer Purchase Decision Analysis of Beautyproducts The Body Shop Indonesia In The City of Semarang. Jurnal Ekonomi, 11(1), 1–17.
Juliana, J., Pramono, R., Maleachi, S., Bernarto, I., & Djakasaputra, A. (2021). Investigation Purchase Decision Through Brand Trust, Brand Image. Price. Quality of Product: A perspective Service Dominant Logic Theory. Kontigensi : Jurnal Ilmiah Manajemen, 9(1), 51–59. https://doi.org/10.56457/jimk.v9i1.95
Junikon, E., & Ali, H. (2022). The Influence of Product Quality and Sales Promotion on Repurchase Intention & Impulsive Buying (Marketing Management Literature Review). Dinasti International Journal of Management Science, 4(2), 297–305. https://dinastipub.org/DIJMS/article/view/1525/1063
Juniwati, J., & Sumiyati, S. (2020). The Role of Satisfaction in Mediating the Effect of e-Service Convenience, Security, and Trust on Repurchase Intention in the Marketplace Case study: Shopee Marketplace. GATR Journal of Management and Marketing Review, 5(2), 93–98. https://doi.org/10.35609/jmmr.2020.5.2(1)
Kim, Y. E., & Yang, H. C. (2020). The effects of perceived satisfaction level of high-involvement product choice attribute of millennial generation on repurchase intention: Moderating effect of gender difference. Journal of Asian Finance, Economics and Business, 7(1), 131–140. https://doi.org/10.13106/jafeb.2020.vol7.no1.131
Kotler, P. and Keller, K. L. (2016). Marketing Management (15th Editi). New Jersey: Pearson Pretice Hall.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing, Seventeenth Edition. In Pearson.
Ling, S., Zheng, C., & Cho, D. (2023). How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust. Behavioral Sciences, 13(8). https://doi.org/10.3390/bs13080672
Ling, X., Shahzad, M. F., Abrar, Z. ul, & Khattak, J. K. (2021). Determinants of the Intention to Purchase Branded Meat: Mediation of Brand Trust. SAGE Open, 11(3). https://doi.org/10.1177/21582440211032669
Maharani, N. D., Puspaningrum, A., & Isharina, I. K. (2023). The Effect of Perceived Product Quality and Brand Image on Purchase Decision with Trust As Mediation. Journal of Business and Management Review, 4(4), 254–269. https://doi.org/10.47153/jbmr44.6672023
Mandili, I., Zarkasih, A., Munthe, R. S., & Wahyuni, E. (2022). Effect of Product Quality, Customer Satisfaction, Trust, and Brand Image on Repurchase Intention. Case Study: Halal Cosmetic Products. Budapest International Research and Critics Institute-Journal, 5(2), 10802–10809.
Meilatinova, N. (2021). Social commerce: Factors affecting customer repurchase and word-of-mouth intentions. International Journal of Information Management, 57(January 2020), 102300. https://doi.org/10.1016/j.ijinfomgt.2020.102300
Muhammad Harun Alrasyid, Sugeng Purwanto, & Wilma Cordelia Izaak. (2023). The Effect of Trust and Product Quality on Repurchase Intention for Yamalube Oil Products in Gresik Regency. International Journal of Economics (IJEC), 2(1), 143–150. https://doi.org/10.55299/ijec.v2i1.432
Muthi, L. H., & Utama, A. P. (2023). The Effect of Price , Brand Image and Promotion on Easy Shopping Customer Repurchase Intention Mediated By Customer Satisfaction. Dinasti International Journal of Management Science, 4(4), 613–626.
Nabila, E. Y., Listiana, E., Purmono, B. B., Fahruna, Y., & Rosnani, T. (2023). Determinants of Repurchase Intention: A Study on Ease of Use, Trust and E-Satisfaction Construct in Shopee Marketplace. East African Scholars Journal of Economics, Business and Management, 6(1), 29–36. https://doi.org/10.36349/easjebm.2023.v06i01.004
Nawi, N. C., Mamun, A. Al, Muhayiddin, M. N., & Zulkiffli, W. F. B. W. (2019). Factors influencing the repurchase intention of islamic travel packages in Malaysia. International Journal of Innovation, Creativity and Change, 7(2), 433–456.
Pasaribu, J. F., Soebandhi, S., Suyono, J., & Elisabeth, D. R. (2019). The Impact Of Lifestyle, Brand Awareness, Product Quality, On Purchasing Decisions And Repurchase Intention. Journal of World Conference (JWC), 2(1), 137–145. https://doi.org/10.29138/prd.v2i1.127
Prabowo, H., Astuti, W., & Respati, H. (2020). Effect of Service Quality and Brand Image on Repurchase Intention through Word of Mouth at Budget Hotels Airy Rooms. Open Journal of Business and Management, 08(01), 194–207. https://doi.org/10.4236/ojbm.2020.81012
Pramezwary, A., Juliana, J., Winata, J., Tanesha, R., & Armando, T. (2021). Brand Trust dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Di Masa Covid-19. Jurnal Perspektif, 19(1), 24–31. https://doi.org/10.31294/jp.v19i1.9376
Prastiwi, S. K., & Iswari, P. W. (2019). The Roles of Trust within Information Quality and Price to Engage Impulsive Buying Behaviour to Generate Customer’s Repurchase Intention: A Case of M-Commerce in Indonesia (GoFood). KnE Social Sciences, 2019, 446–462. https://doi.org/10.18502/kss.v3i26.5391
Prihatini, W., & Gumilang, D. A. (2021). The Effect of Price Perception, Brand Image and Personal Selling on the Repurchase Intention of Consumers B to B of Indonesian General Fishery Companies with Customer Satisfaction as Intervening Variables. European Journal of Business and Management Research, 6(2), 91–95. https://doi.org/10.24018/ejbmr.2021.6.2.756
Priscillia, M., Budiono, H., Wiyanto, H., & Widjaya, H. (2021). The Effects of Website Design Quality and Service Quality on Repurchase Intention Among Shopee Customers in Jakarta, with Customer Trust as a Mediating Variable. Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020), 174(Icebm 2020), 38–44. https://doi.org/10.2991/aebmr.k.210507.006
Putri Ghaisani, F. A., & Purbawati, D. (2020). Pengaruh Citra Merek (Brand Image) Dan Kualitas Website (Website Quality) Terhadap Keputusan Pembelian (Purchase Decision) Melalui Kepercayaan (E-Trust) Sebagai Variabel Intervening (Studi Pada Konsumen E-Commerce Zalora.Co.Id Di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 9(1), 230–241. https://doi.org/10.14710/jiab.2020.26328
Rafiq, M. R., Hussain, R. I., & Hussain, S. (2020). the Impact of Logo Shapes Redesign on Brand Loyalty and Repurchase Intentions Through Brand Attitude. International Review of Management and Marketing, 10(5), 117–126. https://doi.org/10.32479/irmm.10308
Rahmat, W. M., & Kurniawati, K. (2022). The Influence of Brand Experience on Brand Loyalty through Perceived Quality, Brand Trust and Customer Satisfaction as Mediation. SEIKO : Journal of Management & Business, 4(3), 215. https://doi.org/10.37531/sejaman.v4i3.2550
Riki Wijayajaya, H., & Tri Astuti, S. R. (2018). The Effect of Trust and Brand Image to Repurchase Intention in Online Shopping. KnE Social Sciences, 3(10), 915. https://doi.org/10.18502/kss.v3i10.3182
Rizki, T. M., J Ma’ruf, J., & Utami, S. (2022). the Effect of Brand Image, Price, and Value on Repurchase Intention With Trust As a Mediation on Virtual Hotel Operator Customers in Banda Aceh City. International Journal of Business Management and Economic Review, 05(02), 15–29. https://doi.org/10.35409/ijbmer.2022.3366
Rohmat, Sudarmiatin, & Titis Shinta Dhewi. (2022). The Influence of Product Quality on Consumer Loyalty with Customer Satisfaction and Brand Trust as Mediating Variables (Case Research on Samsung Smartphone Consumers in Malang City). International Journal Of Humanities Education and Social Sciences (IJHESS), 2(1), 225–238. https://doi.org/10.55227/ijhess.v2i1.232
Ruhamak, M. D., & Rahmadi, A. N. (2019). Pengaruh E-WOM, Brand Image dan Brand Trust Terhadap Keputusan Konsumen (Studi Kasus Pada Lembaga Kursus Fajar English Course Pare-Kediri). BISNIS : Jurnal Bisnis Dan Manajemen Islam, 7(2), 233. https://doi.org/10.21043/bisnis.v7i2.6160
Sanam, Y., & K, M. (2019). The Effect of Sales Promotion and Product Quality on Repurchase Intention at Restaurant of Brottus Fried Chicken Kupang. https://doi.org/10.4108/eai.18-10-2019.2290003
Sari, D. A. T. (2020). Role of consumer satisfaction in mediating effect of product quality on repurchase intention. International Research Journal of Management, IT and Social Sciences, 7(1), 217–226. https://doi.org/10.21744/irjmis.v7n1.839
Shalehah, A., Trisno, I. L. O., Moslehpour, M., & Lin Cor, P. K. (2019). The effect of Korean beauty product characteristics on brand loyalty and customer repurchase intention in Indonesia. 2019 16th International Conference on Service Systems and Service Management, ICSSSM 2019, 1–5. https://doi.org/10.1109/ICSSSM.2019.8887676
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(December 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
Suharto, Ligery, F., Al Shikhy, A. I., & Yuliansyah, Y. (2019). Purchasing decision using mediation of trust in product quality and brand image. Opcion, 35(Special Issue 21), 1091–1106.
Sukma Wijaya, B. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55–65. https://doi.org/10.13140/ejbm.2013.66.65
Sunanti, A.A Dwi Widyani, I. M. S. U. (2021). Pengaruh Brand Image, Brand Trust Dan Promosi Terhadap Keputusan Pembelian Jasa Pada Visa Agent Bali, Canggu. Jurnal Emas, 2(1), 51–70.
Thanki, H., Shah, S., Oza, A., Vizureanu, P., & Burduhos-Nergis, D. D. (2022). Sustainable Consumption: Will They Buy It Again? Factors Influencing the Intention to Repurchase Organic Food Grain. Foods, 11(19), 1–15. https://doi.org/10.3390/foods11193046
Tian, H., Siddik, A. B., & Masukujjaman, M. (2022). Factors Affecting the Repurchase Intention of Organic Tea among Millennial Consumers: An Empirical Study. Behavioral Sciences, 12(2). https://doi.org/10.3390/bs12020050
Tong, M. (2022). Customers’ craft beer repurchase intention: the mediating role of customer satisfaction. International Journal of Food Properties, 25(1), 845–856. https://doi.org/10.1080/10942912.2022.2066122
Top, C., & Hilal, D. (2019). Impact of Product and Service Quality of Gated Communities on The Repurchase Intentions: Case Study in Kurdistan Region of Iraq. International Journal of Economics, Commerce and Management, VII(6), 505–515. http://ijecm.co.uk/
Trisna, K., Putri, K., Gde, T., & Sukawati, R. (2020). The Role of Trust Mediates the Effect of Customer satisfaction on Repurchase Intention (Study on Consumer Chatime) in Denpasar City. American Journal of Humanities and Social Sciences Research, 8, 412–418. www.ajhssr.com
Tunjungsari, H. K., Syahrivar, J., & Chairy, C. (2020). Brand loyalty as mediator of brand image-repurchase intention relationship of premium-priced, high-tech product in Indonesia. Jurnal Manajemen Maranatha, 20(1), 21–30. https://doi.org/10.28932/jmm.v20i1.2815
Vásquez, F., & Vera-Martínez, J. (2020). From e-quality and brand perceptions to repurchase: A model to explain purchase behaviour in a web-store. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 20–36. https://doi.org/10.4067/S0718-18762020000300103
Wardana, W., & Dirgantara, I. M. B. (2023). Analysis of the Effect of Brand Image , Service Quality , and Perceived Risk on Repurchase Intention Through Trust Syaria as an Intervening Variable at the " Ludeabaya " Semarang Online Store. 9(02), 2918–2928.
Wijaya, F. (2023). Factors That Influence Repeat Purchases: Promotion, Price, Product Quality, and Brand (Literature Review). 2023(2), 31–41.
Wydyanto, W., & Rafqi Ilhamalimy, R. (2021). Determination of Trust and Purchase Decisions: Analysis of Brand Image and Price (Marketing Management Literature Review). Dinasti International Journal of Management Science, 2(3), 506–516. https://doi.org/10.31933/dijms.v2i3.745
Yeo, S. F., Tan, C. L., Teo, S. L., & Tan, K. H. (2021). The role of food apps servitization on repurchase intention: A study of FoodPanda. International Journal of Production Economics, 234(December 2020), 108063. https://doi.org/10.1016/j.ijpe.2021.108063
Yuwananda, G. H. I. (2021). The Effect of Nostalgia Emotion to Brand Trust and Brand Attachment towards Repurchase Intention. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 4492–4503. https://doi.org/10.17762/turcomat.v12i3.1836
