A study on the repurchase intention: Case study of TH True Juice Milk
Published: July 30, 2026
Abstract
There is a controversy on whether the repurchase intention results from the brand loyalty or the habitual behaviour of consumers in current researches about the repurchase intention. This study is to explore the factors affecting the repurchase intention of consumers towards nutritional drinks and this study is expected to contribute to the contemporary literature on repurchase intention. By analyzing the repurchase intention of consumers living in Nha Trang City towards TH True Juice Milk, a product of TH True Milk Company, the study finds out that the repurchase intention is influenced by both the brand loyalty or the habitual behaviour of consumers. In addition, the factors of product quality, brand image, trust, satisfaction, and price all affect the repurchase intention of consumers. In which, the factors of product quality and brand image has the strongest and positive impacts on the repurchase intention while the price factor has a moderate negative impact on the repurchase intention. The study’s results imply that nutritional drink and food companies should focus on the product quality and the brand image in order to gradually improve the trust and satisfaction of consumers. In addition, companies should make attractive pricing policies to trigger the repurchase intention of consumers.
Keywords
repurchase intentionbrand loyaltyTH True Milk CompanyTH True Juice Milk product
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