The Effect of Customer-Perceived Values and Brand
Images on Repurchase Intention at Primark Fashion
Retail
Rimeiza Izdihar
Business Administration Department
State Politeknik Negeri Malang
Malang, Indonesia
rimeizaizdihar@gmail.com
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.
Keywords— Customer-perceived values; brand images;
repurchase intention; Primark; fashion retail
I. I NTR ODUC T ION
One of the businesses that needs to
implement a repurchase intention strategy is the
fashion business, given today's intense
competition. The United Kingdom (UK) is no
exception ; clothing has always been a big deal in
the UK.
Primark is one of the biggest retailers in the
UK. With more than 187 stores, it has branches in
the UK, Spain, and the Netherlands. More than
27,000 people work for the company. This retail
has the largest market share in the growing retail
sector in Ireland and the UK.
1
Sanita Dhakirah, S.H., M.BA.
Business Administration Department
Politeknik Negeri Malang
Malang, Indonesia
sanita@polinema.ac.id
The Annual Report released by ABF in 2016 explained that
Primark prioritized several aspects as their values that made
these retailers compete tightly with other large global
retailers in the UK.
Along with these issues and developments, changes
in keeping up with the times are getting faster, giving rise to
high business competition in the fashion retail industry. For
Primark, a good image and increased customer loyalty to
repurchase are very important things to pay attention to.
Based on the description of several phenomena and
theories, it is necessary to conduct empirical research to find
out the relationship between customer-perceived values,
brand images, and their repurchase intention. The
researchers wanted to research "the influence of customer-
perceived values and brand images on repurchase intention
at Primark fashion retail (Study on Vocational Edition of the
2022 IISMA Awardees in the UK).
II. LITERATURE REVIEW
A. Marketing
Tjiptono et al. (2020: 3) define marketing as a process of
generating, spreading, promoting, and pricing goods,
services, and notions to provide purchasing relationships
with customers as well as build and maintain good relations
with stakeholders in a professional and fast-changing
environment. This definition concludes that marketing is a
prolonged process in a business from manufacturing
products/services, reaching consumers, to implementing the
service after purchase.
B. Customer-Perceived Values
The concept of perceived values is very important
for marketing because it helps businesses understand how
customers-perceived the businesses offerings and how the
businesses can create a more attractive value proposition
for their target
audience. According to Kotler (2009) (as cited in Praditya et III. RESEARCH METHOD
al., 2018), customer-perceived values describe customers' The research object used was Primark, a fashion
assessment of the difference between all advantages and all retail company. The research subjects were Indonesian
fees associated with the company's marketing offerings. students who received the Vocational Edition of the 2022
Therefore, the authors assumed the following hypothesis. IISMA (Indonesia International Student Mobility Award)
scholarship in the UK, who were customers or buyers of
H1: It is suspected that Primark's customer-perceived values Primark fashion retail more than once during one semester
have a positive influence on its customers’ repurchase of the IISMA program in the country. Samples were
intention. selected using a purposive sampling method and Slovin
C. Brand Images Formula. The sample was 95 valid respondents collected by
Consumers’ perception of a particular brand based Questionnaire from Google Forms. With a quantitative
on experiences, advertisements, and other interactions is approach and explanatory research type, multiple regression
referred to as a brand image. Kotler and Armstrong (2014: analysis and hypothesis testing were used to analyze the
relationship between variables by using IBM SPSS Statistic
233) (as cited in Sumba et al., 2020) define brand images as
25 software.
a set of beliefs about a certain brand. According to
Ayutthaya (2012), a positive brand image influences
repurchase intention; therefore, companies must create a IV. RESEARCH RESULT AND DISCUSSION
positive or good brand image and believe that consumers
can fulfill their needs and desires, which will foster their A. Validity and Reliability test
repurchase intentions for the goods and services offered.
Therefore, the authors assumed the following hypothesis. TABLE 1. VALIDITY TEST
Variables Items sig. alpha Informatio
n
H2: It is suspected that Primark’s brand images have a Custom X1.1
positive influence on the customers’ repurchase intention. er- X1.2
X1.3
D. Repurchase Intention Perceive X1.4
Repurchasing describes the real actions of customers d X1.5
Values X1.6
in buying back or using the same products (Jakada, 2016). X1.7 0.000 0.05 valid
According to Cronin et al. (2013), repurchase intention is (X1)
X1.8
customer behavior in which customers react positively to the X1.9
service quality of a brand and plan to re-visit or re- X1.10
communicate the company's products. This definition Brand X2.1
concludes that repurchase intention is an action that Image X2.2
X2.3
becomes a buyer's decision after making a purchase of a s (X2) X2.4
brand as a result of the level of satisfaction with the product X2.5 0.000 0.05 valid
or service offered by that brand in the past. Therefore, the X2.6
authors assumed the following hypothesis. X2.7
Repurcha Y1.1
se Y1.2
H3: It is suspected that Primark's customer perceived-values Y1.3
and brand images simultaneously influence customers' Intention Y1.4
repurchase intention. (Y) Y1.5
Y1.6 0.000 0.05
valid
Based on the descriptions above, the conceptual framework Y1.7
Y1.8
for this research is summarized in Fig. 1. Y1.9
Source: Data Processed (2023)
Based on Table 1, all items of variables are valid
because the score of significant < alpha is 0.05.

Fig. 1 Conceptual
Framework Source:
Data Processed (2023)

2
Based on the reliability statistics for the items of all D. Heteroscedasticity Test
variables, the Cronbach alpha for X1 is 0.741 > 0.6; thus,
The test was employed to see a dissimilarity of the
the questionnaire is considered reliable. Variable X2 (brand
residual variances from one observation to another. Analysis
images) shows that Cronbach's alpha is 0.771 > 0.6, which
by Ghozali (2018) stated that the absence of clear patterns
is also reliable. Last, variable Y (repurchase intention)
and the dots that disperse above and below the number 0 on
shows that Cronbach's alpha score is 0.868 > 0.6, which is
the Y axis imply no heteroscedasticity.
considered reliable.
B. Normality Test
The graphical method was tested to pay attention to the
distribution of data on the diagonal axis of the normal P-P
plot of the regression standardized residual graphic.

Fig. 3 Scatterplot
Source: IBM SPSS 25 for Windows

Based on Figure 3, the dots of data show no clear pattern,

and the data points spread randomly below and above the 0
value on the Y axis. This condition means no
heteroscedasticity problem (assumption is fulfilled).
Figure 2. Normal
P-P Plot Chart
E. Multiple Regression Analysis
Source: IBM SPSS
25 Windows Multiple regression analysis will examine the effect of
all X variables (predictors) on Y variables. The equation
from the research is as follows.
Based on Figure 2, the dots of data are around a diagonal
line; therefore, the data is distributed normally (assumption Y = -6.616 + 0.429X1 + 0.852X2 + e
fulfilled).
C. Multicollinearity Test
A good regression model should not have a relationship
between the independent variables. Therefore, a
multicollinearity test was used to determine the coordination
between the independent variables. The guidelines for
regression models free of multicollinearity are VIF < 10 and
tolerance ≥ 0.1.
The value is considered constant if the value of all X
variables (customer-perceived values and brand image)s
was 0, and the value of Y (repurchase intention) decreased
by 6.616. b1, a coefficient correlation of variable X1,
explained that if the value of X1 (customer-perceived value)
increased by 1 and the value of X2 was zero
(0), the value of Y (repurchase intention) would increase by
0.429. b2, a coefficient correlation of variable X2, explained
that if the value of X2 (brand image) increased by 1 and the
value of X1 was 0, the value of Y would increase by 0.852.

Based on table above, the VIF values of all X variables
(X1 and X2) are less than 10 (1.696 for X1 and X2), and
tolerance values are 0.590 > 0.1. Therefore, the data is free
from multicollinearity problems (assumption fulfilled).
F. Coefficient of Determination
According to Sugiyono (2017), the coefficient of
determination (R2) or r (correlation) is used to find out how
much the capacity of the independent variable can account
for the dependent variable.

3

According to table above, the value of adjusted R2 is 0.577
(57.7%). This means the contributions of all X variables to
Y variables is 57.7%, and the remaining value (1-0.577=
0.423) or 42.3% is contributed by other variables that are
not included in this research.
G. Hypothesis Test
t-test
The requirement for this test is t calculated > t table and
t sig. ≤ (α = 0,05). Therefore, H₀ is rejected, and Hₐ is
accepted. These results indicate that the X variable partially
has a positive influence on the variable Y.
TABLE 6. T-test results
Source: Data processed (2023)
Based on the table (column t and sig.) above, the results of
partial hypothesis testing are as follows.
H1: The value of t-calculated is 3.597 > the value of t-table
1.661 and t-sig. of 0.001 < 0.05. These results mean that H₀
is rejected and Ha is accepted. Therefore, variable H1
(customer-perceived values) partially has a positive
significant influence on variable Y (repurchase intention).
H2: The value of t calculated is 6.009 > the value of t-table
1.661 and t sig. of 0.000 < 0.05. These results mean that H₀
is rejected and Ha is accepted. Therefore, variable H2
(brand images) partially has a positive significant influence
on variable Y (repurchase intention).
These findings indicate that paying more attention
to customer-perceived values and brand images will increase
the company’s customer’s repurchase intention.
F-test
The requirement for this test is If F calculated > F table
and f sig. ≤ (α = 0.05), the hypothesis is accepted.
Image can influence their customer decision in doing
repurchase intention in a positive and significant ways
when the X variable goes higher, so does variable Y.
4
Based on table (column f and sig.), the result of
simultaneous hypothesis testing is as follow.
H3: The value of F-calculated is 65.082 > F table 3.09 and f
sig. 0.000 < 0.05. These results conclude that H₀ is denied
and Hₐ is received, indicating that the X variables altogether
have a simultaneous positive impact on the Y variable.
H. Discussion
Customer-perceived values became one of the
contributing variables towards Primark customers’ decision
in considering to repurchase since perceived values have an
impact on customers after the purchasing. This research
discovered that hypothesis H1 ‘customer-perceived values
partially have a positive influence on variable Y (repurchase
intention)’ is accepted. This means that the increase in
customer-perceived values will be followed by the increase
of repurchase intention. This research result supports
research by Pratama (2021) and Rahmanu (2019), who
discovered that the variable of customer-perceived value
(X1) partially had a positive influence on repurchase
intention.
Brand images (X2) is a multidimensional concept that
includes various characteristics, including quality,
dependability, affordability, and design. They are attached
to a brand to appeal to the market so that these brands can
meet customers’ psychological and social needs. This
research revealed that hypothesis H2 ‘brand images partially
have a positive influence on variable Y (repurchase
intention)” is accepted. This result indicates that Primark’s
famous and affordable brand images increase its customer’s
repurchase intention. This result supports research by Lianto
(2018) and Sastrawan (2021), who state that a brand image
(X2) is a variable that positively, significantly, and partially
influences repurchase intention.
The f-test yielded that hypothesis H3 ‘Primark’s
customer-perceived values and brand images simultaneously
influence the customers’ repurchase intention” is accepted.
This result means variable X simultaneously has a positive
and significant influence on variable Y. This result supports
research by Sastrawan (2021), who discovered that
customer-perceived values and brand images simultaneously
influence repurchase intention on Gopay E-wallet users at
Denpasar. The results of this research conclude that
Primark’s customer- perceived values together with their
strong brand.
V. CONCLUSION AND SUGGESTION
A. Conclusion
Customer-perceived values partially have a positive
significant influence on repurchase intention at Primark
fashion retail. In terms of customer-perceived values, it
indicates that the values that Primark tries to provide
have successfully
reached its customers so that these customers end up making
repeat purchases.
Brand images partially have positive significant
influence on repurchase intention at Primark fashion retail.
In this study, brand images contribute the most to repeat
purchases. This result concludes that the brand images built
by Primark greatly influence its consumers to make repeat
purchases.
Primark’s Customer perceived values and brand images
have simultaneous and significant influence on its
customers’ repurchase intention at Primark fashion retail.
This is certainly beneficial for the company if it consistently
maintains these two variables and adapts to the vision and
mission of the Primark brand, namely, creating affordable
and sustainable products. As a result, consumers will
survive and even become patronized consumers.
B. Suggestion
This study only examined the influence of customer
perceived values and brand images on repurchase intention.
Moreover, this study only employed the object that was
particularly determined. Meanwhile, other factors likely
influence repurchase intention even if their influences have
not been studied. Further research can discuss other factors
that have not been examined in this study. Moreover, a
company can pay attention to other aspects outside of this
research.
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