PENGARUH BRAND FIT, BRAND IDENTIFICATION, BRAND AMBASSADOR TERHADAP REPURCHASE INTENTION MELALUI ATTITUDE TOWARD BRAND PADA KONSUMEN PRODUK KOSMETIK MAYBELLINE DI SURABAYA

Abstract

In today's modern era, women have a level of knowledge that is more socially connected. This raises consumptive life pattern and abandon productive lifestyle. One of the things that make women become more consumptive life is a cosmetic product. Some cosmetic brands competing with others for the brand occupy the market share in Indonesia. L'Oreal Group's cosmetic products are amazingly affordable by women in the market one of them is Maybelline cosmetics. The number of new competitors with innovations they offer, made public purchasing intentions at Maybelline cosmetics began to decrease. To be able to survive in the competition, companies need to improve Repurchase Intention. This study aims to analyse the influence of Brand Fit, Brand Identification, and Brand Ambassador on Repurchase Intention through Attitude Toward Brand Maybelline cosmetic product on consumers in Surabaya. Samples used in this study are women who are domiciled in the Surabaya city area who have purchased and using Maybelline cosmetic products within a minimum of 2 times in the last 3 months, aged 18-60 years, a total of 130 respondents. For processing and analysing data in this study, that is by using SPSS 22.0 as a software for processing data. Empirical findings indicate that the relationship Attitude Toward Brand to Repurchase Intention has a big regression coefficient with a value of 0744, then the effect of Brand Fit to Attitude Toward Brand with a regression coefficient of 0491, the relationship between Brand Identification on Attitude Toward Brand has a regression coefficient of 0.127, relationship between the Brand Ambassador of the Attitude Toward Brand has the highest regression coefficient for 0.211