AN ANALYSIS OF THE INFLUENCE OF BRAND AWARENESS, BRAND ASSOCIATION, AND PRODUCT QUALITY ON REPURCHASE INTENTION THROUGH BRAND LOYALTY AS A MEDIATING VARIABLE AMONG CONSUMERS OF MS GLOW PRODUCT

This study investigates the influence of Brand Awareness, Brand Association, and Product Quality on Repurchase Intention, with Brand Loyalty serving as a mediating variable among users of MS Glow skincare products. The research involved 180 respondents who are consumers of the MS Glow brand, with the object of analysis being the MS Glow skincare line. Data were collected through a structured questionnaire, and the analysis was conducted using Structural Equation Modeling (SEM) with the help of AMOS 22 software.The findings reveal that Brand Awareness has a positive and significant impact on Brand Loyalty. However, Brand Association does not have a significant positive influence on Brand Loyalty. Product Quality, on the other hand, significantly and positively affects Brand Loyalty. Furthermore, Brand Loyalty has a significant and positive effect on Repurchase Intention. In contrast, Brand Awareness, Brand Association, and Product Quality each show a positive but statistically insignificant effect on Repurchase Intention. Additionally, the mediating role of Brand Loyalty is confirmed in the relationships between Brand Awareness and Repurchase Intention, as well as between Product Quality and Repurchase Intention. However, Brand Loyalty does not mediate the effect of Brand Association on Repurchase Intention. Keywords: Brand Awareness, Brand Association, Product Quality, Repurchase Intention, Brand Loyalty