The Influence of Brand Attachments on Repurchase Intention

DOI

10.2991/978-94-6463-817-2_66How to use a DOI?

Keywords

Brand Attachment; Repurchase Intention; Skincare

Abstract

This study examines brand attachment's direct and indirect influence on repurchase intention. Employing a descriptive and verification-based quantitative approach, the research considers repurchase intention as the endogenous variable, while self-brand connection and brand prominence serve as exogenous variables. The study population comprises Generation Z in Bandung City, with participants selected through purposive sampling. This method allows the researcher to define specific respondent criteria to ensure the study effectively addresses the research problem. The data analysis utilizes path analysis, conducted with the assistance of IBM SPSS Statistics 23.0 for Windows. The findings indicate that brand attachment to repurchase intention is categorized as strong. Additionally, brand attachment has a positive and significant simultaneous effect on repurchase intention.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rd.Dian Herdiana Utama
AU  - Dita Amanah
AU  - S. Sekar Larasati
PY  - 2025
DA  - 2025/09/12
TI  - The Influence of Brand Attachments on Repurchase Intention
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 560
EP  - 568
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_66
DO  - 10.2991/978-94-6463-817-2_66
ID  - Utama2025
ER  -