PENGARUH CINTA MEREK, CITRA MEREK, DAN KEPUASAN PELANGGAN TERHADAP NIAT PEMBELIAN BERULANG (Studi Kasus pada Konsumen Mixue Gentan)

Abstract

This empirical study was designed to investigate the role of emotional attachment (brand love), public perception (brand image), and consumer satisfaction in driving repurchase tendencies at the Mixue Gentan physical outlet. The investigation was prompted by the intensifying rivalry within the modern food and beverage sector, which forces enterprises to look beyond pricing strategies and focus on establishing affective bonds and memorable consumption journeys for their target market. In such a high stakes competitive landscape, an organization's proficiency in retaining its existing customer base is paramount to securing long-term business viability. A quantitative approach with a causal descriptive framework was adopted for this research. Primary data generation was executed through the direct distribution of structured questionnaires to targeted Mixue Gentan patrons who met the criterion of having made multiple purchases. The analytical sequence encompassed instrument validation and reliability checks, verification of classical assumption diagnostics, and hypothesis testing utilizing multiple linear regression modeling, t tests, F statistics, and R squared determination. The empirical findings demonstrated that, partially, brand love, brand image, and customer satisfaction exert a positive and highly significant impact on fostering repurchase intentions. Concurrently, the joint interaction of these three independent constructs was proven to significantly direct consumers behavioral decisions toward repeat buying. These results reinforce the marketing theory that long-term patron loyalty is not merely a product of functional utility, but is deeply intertwined with psychological sentiment and favorable brand reputation. Practically, the study implies that corporate managers must continuously uphold standard operating service quality, enrich unique visual positioning, and cultivate enduring emotional ties to ensure customers maintain a high propensity to revisit and spend.