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This Author published in this journals
All Journal DIJB (Diponegoro International Journal of Business)
Ajeng Aquinia
Stikubank University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The effect of brand equity dimensions on repurchase intention Ajeng Aquinia; Euis Soliha
Diponegoro International Journal of Business Vol 3, No 2 (2020)
Publisher : Department of Management | Faculty of Economics and Business | Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/dijb.3.2.2020.97-103

Abstract

This research aims to find out the effect of brand equity dimensions (brand awareness, perceived quality, brand association, and brand loyalty) on repurchase intention. The population in this research were the consumers of Starbucks café in Semarang, Indonesia, by purposive technique sampling with the criteria that consumers have been purchase and consume Starbucks product. The data was collected by questionnaire and analyze by validity test, reliability test, and multiple analysis regression tests. Consistent with our proposed hypotheses, the results indicated that perceived quality and brand loyalty positively affect repurchase intention. However, our study suggested that brand awareness negatively affects repurchase intention while brand association not significantly affects repurchase intention.
Co-Authors Euis Soliha