The Effect of Brand Trust, Brand Image, Self-Brand Congruence, and Customer Experience on Repurchase Intention at Miniso Retail Stores in Mataram City

Abstract

This study aims to analyze the effect of Brand Trust, Brand Image, Self-Brand Congruity, and Customer Experience on Repurchase Intention at Miniso retail stores in Mataram City. This research employed a quantitative method with a causal-associative approach. The population in this study consisted of consumers who had previously made purchases at Miniso retail stores. A total of 100 respondents were selected as the sample. The sampling technique used was non-probability sampling with a purposive sampling method. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS) version 25 through multiple linear regression analysis and hypothesis testing. The results of this study indicate that the Brand Image variable does not have a significant effect on Repurchase Intention. Meanwhile, the variables of Brand Trust, Self-Brand Congruity, and Customer Experience have a significant effect on Repurchase Intention at Miniso retail stores in Mataram City.