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Menampilkan 1–2 dari 2 artikel
The Effect of Brand Image and Brand Trust on Repurchase Intention of Rexona Products in Surabaya
Nabila Mahlida
; Ugy Soebiantoro
International Journal of Economics and Management Sciences
Vol 2
, No 4
(2025)
This study is prompted by the reduction in the Rexona brand index in 2024, which coincided with several program-related mistakes that generated consumer dissatisfaction and led to a noticeable erosion of both brand image and brand trust. Such circumstances highlight the vulnerability of even well-established brands when faced with consumer discontent, as missteps in marketing campaigns or product related initiatives can have a lasting impact on how consumers perceive and evaluate a brand. For co...
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The Influence Of Brand Image, Brand Awareness, and Brand Trust On Purchase Decisions Amidst The Boycott Issue: A Case Study of Starbucks in Surabaya
Alfian Dwi Ramadhan
; Ugy Soebiantoro
International Journal of Economics, Commerce, and Management
Vol 2
, No 4
(2025)
The phenomenon of image degradation due to global boycott issues, including the Boycott, Divestment, and Sanctions (BDS) movement, has influenced consumer behavior, especially towards international brands such as Starbucks. This occurrence serves as the basis for the study's analysis of how Surabaya consumers' decisions to buy Starbucks are influenced by brand image, brand awareness, and brand trust. 112 Starbucks customers in Surabaya participated in a survey as part of this study's quantitativ...
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