Building Repurchase Intention Through Franchisors Brand Image and Satisfaction

Erlinda Erlinda, Sulfitra Sulfitra, Suryani Murad, Irma Lisdianti

Abstract


Franchisees playing important role in the franchising, because most franchise outlets managed and operated by franchisees. Therefore this study aims to examine how franchisors brand image and franchisee satisfaction can build franchisee repurchase intention. This study is conducted in Aceh province, Indonesia . Using causality-explanatory approach, with primary data in the form of perception, opinion and attitude of 95 franchisees as individual research object. The method of data collection is survey. Regarding time dimension is one shot study. Partial least square analysis is used to analyze the data. The result shows, both of variables, franchisor brand image and satisfaction, have significant influence to franchisee repurchase intention.

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.160

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