The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention

Repurchase intention relates to the client’s behavior to rebuying because of the pleasure with the prior buying experience. Little research has measured the connection between product quality, the brand image on purchase decision, and repurchasing intent. This research seeks to fill this space within the literature. The author suggests the study model from prior studies and then tested it using empirical data from 249 customers at fast-food restaurants in Ho Chi Minh City. We use the Partial Least Squares approach to test measuring and structural models. Partial least squares (PLS) path modeling is a variance-based SEM (structural equation modeling) method commonly implemented in marketing and social sciences. The findings indicate that product quality has positively linked the brand image, purchasing decision, and rebuying intent. The results display brand image has positively correlated to buying decisions and rebuying intentions. Moreover, the study’s findings illustrate buying decisions has entirely connected to repurchase intention.