The Influence of Brand Awareness and Brand Association on Repurchase Intention (A Study of the Scarlet Beauty Brand at ITEBIS PGRI Dewantara Jombang)

Abstract

Research aim :

This study examines the influence of brand awareness and brand association on repurchase intention for Scarlet beauty products among female students at ITEBIS PGRI Dewantara Jombang.

Design/Methode/Approach :

Quantitative research using survey method with purposive sampling targeted female students. Primary data collected via questionnaires analyzed through multiple linear regression using SPSS software.

Research Finding :

Brand awareness positively and significantly affects repurchase intention. Brand association also shows positive significant influence on repurchase intention. Both factors simultaneously contribute significantly to repurchase intention for Scarlet beauty products.

Theoretical contribution/Originality :

Enriches brand equity theory application in local beauty product context, demonstrating effectiveness of awareness and association constructs among digitally-native young female consumers in Indonesia's competitive beauty market.

Practitionel/Policy implication :

Scarlet should strengthen brand image through targeted advertising, influencer collaborations, and superior customer experience programs. Beauty brands need to prioritize consistent brand recall strategies and positive association building for enhanced customer retention.

Research limitation :

Limited to female students at single institution (ITEBIS PGRI Dewantara Jombang), potentially restricting generalizability. Cross-sectional design captures intentions rather than actual repurchase behavior. Self-reported data may introduce response bias.