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Abstract
The livestock processed food industry, including sausage products, faces competition increases. Therefore, maintaining customer loyalty becomes important. The research aims are: (1) to analyze the influence of Brand Awareness on Perceived Product Quality and (2) to analyze the influence of Brand Awareness on Repurchase Intention. (3) to analyze the influence of Perceived Product Quality on Repurchase Intention. This research was conducted using a survey design and a questionnaire was developed as research instrument. Sample was determined by using a purposive sampling method with criteria 1) respondents aged at least at 17 years; (2) respondents have purchased sausages within the last three months. The number of respondents was 160 in online data collection. Data was analyzed using structural equation modeling with Partial Least Square software. The result showed that Brand Awareness positively influenced Perceived Product Quality (β = 0.759 ; p < 0.05) but not directly influenced Repurchase Intention (β = -0.062 ; p > 0.05). Moreover, Perceived Product Quality positively affected Repurchase Intention (β = 0,.777 ; p < 0.05).
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