The Effect of Brand Awareness and Brand Image on Repurchase Intention through Brand Loyalty in Beach Tourism in East Java, Indonesia

Abstract

This research was conducted to test and analyze the influence of brand awareness and brand image on repurchase intention through brand loyalty on beach tourism in East Java, Indonesia. The sampling technique in this study uses sampling quota and sample characteristics are consumers who have visited one of the beaches that are generally known in East Java, Indonesia and a minimum age of 21 years. The sampling technique used is non probability sampling. The sample studied was 200 respondents. The analytical tool used is SEM analysis.This study proves all the hypotheses proposed in this study , namely: Brand awareness has a significant effect on brand loyalty, Brand image has a significant effect on brand loyalty, Brand loyalty has a significant effect on repurchase intention, Brand awareness has a significant effect on repurchase intention through brand loyalty, and Brand image has a significant effect on repurchase intention through brand loyalty, are accepted. Academic advice is proposed for future research on the influence of brand awareness, brand image, brand loyalty, and repurchase intention. It is recommended to be tested on different objects to test the firmness of these theories. While practical advice is submitted to beach tourism managers especially those who are the object of this research should pay attention to information conveyed through: television, newspapers, magazines, and the internet, the annual routine festival agenda, unique image, popularity, environmental sustainability, because based on research results it has a positive and significant effect on loyalty and intention to repeat visits.