Abstract
The purpose of this study was to determine the role of brand image in mediating the effect of sponsorship on repurchase intention. This research was conducted at Old Man’s Café Canggu Bali. The study population was visitors who consumed X drinks more than once with a sample of 100 respondents. The analysis technique used is path analysis technique. The results of the study indicate that Sponsorship has a positive and significant effect on X brand drinks at Old Man’s Bar in Canggu. Sponsorship has a positive and significant effect on the intention to repurchase drink X at Old’s Man Bar in Canggu. Brand image has a positive and significant effect on the intention to repurchase drinks X Old Man’s Bar in Canggu Brand image significantly mediates the relationship between sponsorship variables and repurchase intention.
 Keywords: brand image, sponsorship, repurchase intention
Highlights
The purpose of this study was to determine the role of brand image in mediating the effect
This research was conducted at Old Man's Café Canggu Bali
The results of the study indicate that Sponsorship has a positive
Summary
Tujuan penelitian ini adalah untuk mengetahui peran brand image dalam memediasi pengaruh sponsorship terhadap niat beli ulang. Penelitian ini dilakukan di Old Man’s Café Canggu Bali. Populasi penelitian ini adalah pengunjung yang mengkonsumsi minuman X lebih dari satu kali dengan sampel berjumlah 100 responden. Teknik analisis yang digunakan adalah Teknik analisis jalur (path analysis). Hasil penelitian menunjukkah bahwa Sponsorship berpengaruh positif dan signifikan terhadap brand image minuman X di Old Man’s Bar in Canggu. Sponsorship berpengaruh positif dan signifikan terhadap niat beli ulang minuman X di Old’s Man Bar in Canggu. Brand image berpengaruh positif dan signifikan terhadap niat beli ulang minuman X Old Man’s Bar in Canggu. Brand image secara signifikan memediasi hubungan antara variabel sponsorship dan niat beli ulang. Kata kunci: brand image, sponsorship, niat beli ulang
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