August 11, 2025

The Impact of Brand Image and Brand Awareness on Repurchase Intention Through Customer Satisfaction

Key Points

Repurchase intention is positively influenced by brand image and brand awareness, enhancing customer loyalty.
The study reveals that customer satisfaction acts as a vital mediator between brand image and repurchase intentions.
Path analysis with 100 respondents confirmed the significant relationships among brand image, awareness, and customer satisfaction.
This research highlights the importance of brand perception in driving repurchase intentions, especially in the halal cosmetics market.

Abstract

This study aims to investigate the connection between positive brand image, brand awareness, and repurchase intent via the moderating role of customer satisfaction. People who use halal cosmetics in Indonesia, such as Wardah, Emina, and Make Over, are included in this study's population. The sample size is determined to be 100 respondents according to Lemeshow's computation. To analyze the data, we utilized SPSS 25.00, path analysis, the Sobel test, descriptive and associative analyses, and other methods. The results showed that brand image and brand awareness have a positive and significant effect on customer satisfaction. In addition, brand image, brand awareness, and customer satisfaction also have a positive and significant effect on repurchase intentions. Brand image and brand awareness also have a positive and significant effect on repurchase intentions through customer satisfaction as an intervening variable.

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