Tags:Brand Image, PLS-SEM, Product Quality, Purchase Decision and Repurchase Intention
Abstract:
Repurchase intention is a client's behavior to rebuying because of the satisfaction with the previous buying experience. Little research has examined the relationship between product quality, brand image on purchase decision, and repurchase intention. This research seeks to fill this gap in the literature. The study model is proposed from prior studies and then tested using empirical data from 249 customers at fast-food restaurants in Ho Chi Minh city. We use the Partial Least Squares method to measure the measurement model and the structural model. Partial least squares (PLS) path modeling is a variance-based structural equation modeling (SEM) method popularly implemented in marketing and social sciences. The finding stated that product quality has positively associated with the brand image, purchasing decision, and repurchase intention. The result also revealed that brand image has positively related to the buying decision and repurchase intention. Moreover, the finding of the research demonstrated that the purchase decision has entirely connected to repurchase intention.
The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention