Pengaruh Brand Image Dan Customer Satisfaction Terhadap Keputusan Pembelian Ulang Konsumen Mixue Bandar Lampung

Abstract

This research analyzes the influence of brand image and customer satisfaction on repurchase decisions for Mixue products, focusing on the Bandar Lampung branch. In a competitive food and beverage industry, maintaining a strong brand image and ensuring customer satisfaction are essential for customer loyalty and business growth. Using a quantitative approach with associative-causalanalysis, data were gathered through questionnaires distributed to Mixue customers on Pagar Alam Street. Result sindicate that brand image significantly impacts repurchase decisions, with positive perceptions of brand uniqueness and quality being key determinants. Additionally, customer satisfaction, influenced by product quality and service interaction, plays a crucialrole in encouraging customers to repurchase. This study provides insights forMixue to strengthen its marketing strategies and improve customer experience, fostering long-term customer loyalty.