Factors Affecting Repurchase Intention Of Paracetamol Users In Jabodetabek
Abstract
This study aims to investigate the relationship between brand heritage, brand trust, brand loyalty, repurchase intention, and brand strength in several paracetamol brands of PT. Oryza Medica Indonesia in the Greater Jakarta area, Indonesia. Data collection was carried out online with the population, namely users of the paracetamol brand PT. Oryza Medica Indonesia, of as many as 138 people. This type of quantitative research method uses SEM-Lisrel analysis. The results of the study show that brand heritage has a positive influence on brand trust. In addition, brand heritage also has a positive influence on brand strength. Furthermore, brand trust has a positive influence on repurchase intentions. However, brand trust does not have a positive effect on brand loyalty. Furthermore, brand trust has a positive influence on repurchase intentions. In addition, it was found that brand strength has a positive influence on brand loyalty. In the context of paracetamol users, this study emphasizes the importance of increasing consumer trust and loyalty to increase repurchase intention by providing insight into the importance of understanding and managing relationships in the context of brand investment by providing products and services that meet customer expectations to strengthen brand positions and maintain market share. strong market.
Keywords: Brand Heritage, Brand Trust, Brand Loyalty, Repurchase Intention, Brand Strength
References
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Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product and Brand Management, 30(7), 990–1015. https://doi.org/10.1108/JPBM-02-2020-2763
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Ballantyne, R., Warren, A., & Nobbs, K. (2006). The evolution of brand choice. Journal of Brand Management, 13(4–5), 339–352. https://doi.org/10.1057/palgrave.bm.2540276
Bıçakcıoğlu, N., İpek, İ., & Bayraktaroğlu, G. (2018). Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863–877. https://doi.org/10.1080/13527266.2016.1244108
Blombäck, A., & Brunninge, O. (2013). The dual opening to brand heritage in family businesses. Corporate Communications, 18(3), 327–346. https://doi.org/10.1108/CCIJ-01-2012-0010
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
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Chen, X., & Lee, G. (2021). How does brand legitimacy shapes brand authenticity and tourism destination loyalty: Focus on cultural heritage tourism. Global Business and Finance Review, 26(1), 53–67. https://doi.org/10.17549/gbfr.2021.26.1.53
Cheng, Q., Fang, L., & Chen, H. (2016). Visitors’ brand loyalty to a historical and cultural theme park: a case study of Hangzhou Songcheng, China. Current Issues in Tourism, 19(9), 861–868. https://doi.org/10.1080/13683500.2015.1006589
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, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939
dr. Meva Nareza. (2022). Paracetamol (Acetaminophen). Retrieved October 6, 2023, from Alodokter website: https://www.alodokter.com/paracetamol
Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions. Procedia - Social and Behavioral Sciences, 58, 1395–1404. https://doi.org/10.1016/j.sbspro.2012.09.1124
Fournier, S. (1998). Consumers and Their Brands Developing. Journal of Consumer Research, 24(4), 343–353.
Frizzo, F., Korelo, J. C., & Prado, P. H. M. (2018). The effect of brand heritage on consumer-brand relationships. RAE Revista de Administracao de Empresas, 58(5), 451–459. https://doi.org/10.1590/S0034-759020180502
Gibreel, O., AlOtaibi, D. A., & Altmann, J. (2017). Social commerce development in emerging markets. Electronic Commerce Research and Applications, 27(December). https://doi.org/10.1016/j.elerap.2017.12.008
Hair, Black, Babin, & Anderson. (2018). Neuromarketing in India: Understanding the Indian consumer. In Neuromarketing in India: Understanding the Indian Consumer. https://doi.org/10.4324/9781351269360
Hidayatia, A. N., Isabelab, B. A., Yuwanandac, Y. S., & Gunadi, W. (2021). The Effect of Nostalgia Emotion to Brand Trust and Brand Attachment towards Repurchase Intention. Turkish Journal of Computer and Mathematics Education, 12(3), 4492–4503. https://doi.org/10.17762/turcomat.v12i3.1836
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Ilic, A. (2008). Ilic, A. (2008). Towards a conceptualisation of consumer engagement in online communities: A netnographic study of vibration training online community. Unpublished master’s thesis, University of Auckland (Department of Marketing), Auckland, New Zealand.
Katyusha, W. (2023). Paracetamol. Retrieved from Hellosehat website: https://hellosehat.com/obat-suplemen/paracetamol-acetaminophen/
Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product and Brand Management, 30(7), 990–1015. https://doi.org/10.1108/JPBM-02-2020-2763
Le, M. T. H. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, ahead-of-p(ahead-of-print). https://doi.org/10.1108/sjme-05-2020-0086
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005
Lin, J., Lobo, A., & Leckie, C. (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35(December 2016), 133–141. https://doi.org/10.1016/j.jretconser.2016.12.011
Melewar, T. C., Foroudi, P., Gupta, S., Kitchen, P. J., & Foroudi, M. M. (2017). Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing, 51(3), 572–604. https://doi.org/10.1108/EJM-08-2015-0616
Mim, K. B., Jai, T., & Lee, S. H. (2022). The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model. Sustainability (Switzerland), 14(19). https://doi.org/10.3390/su141912461
Ming-Chien Hung, Hsieh, S.-T. Y., & Ting-Chu. (2012). An Examination Of The Determinants Of Mobile Shopping Continuance. International Journal of Electronic Business Management, 10(1), 29–37.
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2013). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218. https://doi.org/10.1016/j.jcps.2014.11.006
Nguyen, L. T. M., Gallery, G., & Newton, C. (2016). The influence of financial risk tolerance on investment decision-making in a financial advice context. Australasian Accounting, Business and Finance Journal, 10(3), 3–22. https://doi.org/10.14453/aabfj.v10i3.2
Oliver, R. L. (1999). Whence consumer loyalty ? Journal of Marketing, 63(Special Issue 1999), 33–44.
Papista, E., Chrysochou, P., Krystallis, A., & Dimitriadis, S. (2017). Types of value and cost in consumer–green brands relationship and loyalty behaviour. Journal of Consumer Behaviour, 17(1), 1–12. https://doi.org/10.1002/cb.1690
Pécot, M., Gavilanes, J., & Sáenz De Viteri, A. (2018). Tales of Informality: Tourism Development in Four Ecuadorian Beaches. Tourism Planning and Development, 15(5), 584–599. https://doi.org/10.1080/21568316.2018.1504319
Pratiwi, R. D. R. (2023). Rekomendasi Merk Paracetamol Terbaik untuk Mengatasi Demam hingga Nyeri pada Dewasa dan Anak-Anak. Retrieved from SehatQ website: https://www.sehatq.com/review/merk-paracetamol-terbaik
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
Rather, A. R. (2018). Exploring customers’ attitudes towards the hospitality brands in India: A social identity perspective. The Branding of Tourist Destinations: Theoretical and Empirical Insights, 207–231. https://doi.org/10.1108/978-1-78769-373-920181012
Ray, K., & Sharma, M. (2020). Qualitative study of challenges and strategies of Indian IT organizations toward global branding. Benchmarking, 27(2), 708–731. https://doi.org/10.1108/BIJ-09-2018-0279
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2024-01-18
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