<![CDATA[Abstrak— Penelitian ini membahas mengenai pengaruh ekuitas merek terhadap purchase intention konsumen pada produk PC tablet Apple Ipad di Surabaya.Variabel yang dipakai dalam penelitian ini adalah brand awareness, brand association, dan perceived quality . Penelitian ini menggunakan metode eksplanatif. Dalam penelitian ini terdapat 100 responden yang belum pernah membeli PC tablet Apple Ipad tetapi memiliki minat untuk membeli baik di offline store maupun di online store Abstract— This research purpose is to measure brand equity on purchase intention PC Apple tablet Ipad in Surabaya. There are 4 variables that being used in this research. Brand awareness, brand associations, perceived quality, and purchase intention. This research use explanative method. The data is obtained from respondent who wants to buy Apple Tablet Ipad in Surabaya. There are 100 respondents that being used for this research. ]]>
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