Behaviour on Repurchase Intention in a Moslem Ethnic Store in Indonesia

Abstract

This study aims to investigate consumer behaviour on repurchase intention in the Basmalah ethnic Moslem store in Indonesia. Researchers used Moderated Regression Analysis (MRA) to analyse the data with the following results; (1) Brand Image is a significant influence on customers’ Repurchase Intention, (2) Store Atmosphere is a significant influence on customers’ Repurchase Intention before employing a moderator, (3) online promotion is not a moderating variable on strengthening the regression model and does not influence customers’ repurchase intention. Research implies that brand image and store atmosphere are essential factors in maintaining and influencing customers’ repurchase intention. Moreover, online promotion does not moderate customer repurchase intention in the Moslem ethnic store in Indonesia