The Influence of Brand Loyalty, Perceived Quality and Brand Trust on Repeat Purchase of Unilever Products
Pengaruh Loyalitas Merek, Persepsi Kualitas dan Kepercayaan Merek terhadap Pembelian Ulang Produk Unilever
DOI:
https://doi.org/10.21070/ups.8987Keywords:
Brand Loyalty, Perceived Quality, Brand TrustAbstract
Currently, the competition in the manufacturing industry is getting tighter. PT. Unilever Indonesia Tbk is one of the largest manufacturing industry companies in Indonesia. Products under the auspices of Unilever have broad market opportunities. In 2023, PT Unilever Indonesia Tbk, experienced a decline in sales due to the rampant boycott issues in Indonesia. The purpose of this study was to determine the effect of brand loyalty, perceived quality and brand trust in influencing repurchase of Unilever products. Quantitative methods with 96 respondents were used in this study. This study uses SPSS software. The tests used include multiple linear regression analysis tests, validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, t-tests, f-test and coefficients of determination (R2). The results of the study showed that the three variables, namely brand loyalty, perceived quality, and brand trust, have a significant positive effect on the repurchase variable.
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