The Role of Brand Commitment in Mediating Brand Image and Brand Attacment to Repurchase Intention

Abstract

The rise of the use of skincare creates tough competition among businesspeople in the same field. One important factor in business is repurchase intention. In this case, Scarlett Whitening builds a good brand image, closes ties with consumers, and awakens consumer commitment to the brand by providing good quality at affordable prices. The purpose of this study was to determine the effect of brand image and brand attachment on repurchase intention, with brand commitment as an intervening variable for Scarlett Whitening consumers. The method in this study is a quantitative approach. The samples used in this study were 175 samples using purposive sampling techniques. Data collection was carried out by distributing online questionnaires to Generation Z and Millennial Shopee users in Malang City. Data analysis technique using the partial least squares method. The results showed that brand image has no effect on brand commitment, brand attachment affects brand commitment, brand image affects repeat purchase intent, brand attachment affects repeat purchase intention, brand commitment affects repeat purchase intent, brand image does not affect repeat purchase intention with brand commitment as an intervening variable, and brand attachment affects repurchase intent with brand commitment as an intervening variable.