The Impact of Brand Image, Product Attributes, and Attitude toward Bundling on Consumer Satisfaction and Repurchase Intention

Abstract

The business competition of packaged tea products is increasing, as indicated by the growing number of new brands of packaged tea. Companies should create a new marketing strategy to maintain and gain market share higher. The purpose of this research is to examine the influences of the brand image, attitude toward bundling, and product attributes on repurchase intention of Teh Botol Sosro product. The population in this research is Teh Botol Sosro’s consumers in Semarang city, Indonesia. Two hundred respondents are selected as sample using purposive sampling. Data obtained from the questionnaires were then analyzed using Structural Equation Modeling (SEM) technique. The results show that brand image, attitude toward bundling, and product attributes positively influence consumer satisfaction, and in turn, consumer satisfaction positively influences repurchase intention. In addition, compared to the other variables, product attributes has the most influence on repurchase intention.