Understanding Repurchase Intention and Consumer Word-of-Mouth in Uniqlo: The Role of Store Attributes, Brand Loyalty and Perceived Value
DOI:
https://doi.org/10.35870/jemsi.v12i5.7624Keywords:
Store Attributes, Perceived Value, Brand Loyalty, Word-of-Mouth, Repurchase IntentionAbstract
This study aims to analyze how store attributes influence consumers’ repurchase intention and word-of-mouth (WOM) at Uniqlo Store Cirebon through the mediating roles of perceived value and brand loyalty. The main issue addressed in this study is the limited understanding of the psychological and social mechanisms that link in-store shopping experiences to sustainable repurchase behavior. This research employs a quantitative approach with a cross-sectional design involving 83 respondents selected using purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with AMOS software. The results indicate that store attributes have a significant effect on perceived value and brand loyalty. Perceived value is found to enhance brand loyalty but does not directly influence repurchase intention. Brand loyalty significantly affects both WOM and repurchase intention, while WOM emerges as the most dominant factor in driving repurchase behavior. These findings suggest that shopping experiences should not merely provide physical comfort but must also generate psychological value and emotional attachment, which are further reinforced through social communication to encourage sustainable repurchase behavior.
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