The Role of Religiosity as Moderation in the Effect of Brand Image on Repurchase Intention Among McDonald’s Consumers in Bandung City

This research examines how brand image influences repurchase intention among McDonald's customers in Bandung City, with religiosity serving as a potential moderating factor. The study employed quantitative methodology, surveying 200 purposively selected participants aged 17-45. The findings indicate that brand image has a negative effect on repurchase intention, while religiosity does not significantly moderate this relationship. Despite a strong brand image, repurchase intention remains low due to contextual sensitivities. These results highlight the importance of integrating religiosity-related considerations into marketing strategies during global geopolitical tensions.