Pengaruh Brand Awareness, Brand Association dan Brand Equity Terhadap Repurchase Intention Pada Produk Emina Cosmetics

Abstract

ABSTRAC

This research aims to test and analyze the influence of brand awareness, brand association and brand equity on repurchase intention on Emina Cosmetics products.The variables used are brand awareness, brand association and brand equity as independent variables, whereas the repurchase variable intention as the dependent variable. The population and samples used in this study were 60 students Economic faculty at Universitas Islam Malang using Emina cosmetics products. The method of data collection, using primary data. The analyses used includes Instrument-Test, normality test, multiple linear regression analyses, classical assumption tests, and the hypothesis tests using multiple regression analyses of SPSS 25.0. The results showed that the brand awareness, brand association and brand equity variables have significant effect on repurchase intention on Emina cosmetics products.

Keywords: brand awareness, brand association, brand equity, repurchase intention.