The Effect of Customer-Perceived Values and Brand Images on Repurchase Intention at Primark Fashion Retail

Abstract

Abstract— Tight competition in the globalization era in retail fashion industry can threaten a business. Thus, fashion companies should implement differentiation. The brief observation on Primark fashion retail, one of the go-to shopping places in the United Kingdom (UK), discovered that the retail still needs to improve to retain its customers. Therefore, this study aims to determine the effect of customer-perceived values and brand images on Primark fashion retail's repurchase intention. The samples were 95 awardees of IISMAVO students who repurchased Primark products in the UK from August 2022 to January 2023. The sample was selected using a purposive sampling method. With a quantitative approach and explanatory research type, the data were collected through a questionnaire and analyzed using IBM SPSS Statistic 25. Multiple regression analysis and hypothesis testing were used to examine the relationship between the dependent and independent variables. This research indicated that Primark customers had a repurchase intention through the high customer-perceived values and brand images since these variables influenced repurchase intention partially and simultaneously.