Market-Tržište, Vol. 27 No. 2, 2015.
Prethodno priopćenje
Repeat Purchase Intention of Starbucks Consumers in Indonesia: A Green Brand Approach
Naili Farida
; Faculty of Social Sciences, Diponegoro University
Elia Ardyan
orcid.org/0000-0002-6705-8958
; Diponegoro University
Sažetak
This study develops and tests the repeat purchase intention model (with a green brand approach). The model considers four determinants; perceived image, satisfaction, trust, and attitude. The model is tested using data and a survey of 203 Starbucks customers in Indonesia. The analysis was carried out by employing Structural Equation Modeling. The data was processed with AMOS 21. The results confirm that the company’s green brand image is positively and significantly related to consumer satisfaction, trust, and attitude. On the other hand, consumer satisfaction and trust are shown to have insignificant influence on repeat purchase intention.
Ključne riječi
image; satisfaction; trust; behavior; repeat purchase intention
Hrčak ID:
151321
URI
Datum izdavanja:
29.12.2015.
Posjeta: 6.781 *