PENGARUH DIMENSI EKUITAS MEREK TERHADAP NIAT BELI ULANG KONSUMEN SABUN BAYI MEREK ZWITSAL DI SURABAYA

Toiletries industry currently experiencing intense competition from a variety of products such as soap, toothpaste, toothbrushes and shampoo. In Indonesia is a huge range of products Toiletries especially for baby bath soap category. Researcher are interested in taking an object of research on Zwitsal because Zwitsal in 30 years of business travel have experience in baby care and always give the best for the baby throughout Indonesia to countries in the world such as Netherlands. Zwitsal proved to contain Hypoallergenic and Mild-Dermatologist Tested clinically proven to skin and suitable for sensitive baby skin. The data obtained through methods studied distributing questionnaires to 100 consumers Zwitsal in Surabaya, using Judgment sampling technique. The analysis used multiple regression analysis, while the stages are Validity, reliability test, t test, F test, Classical Assumption Test and Regression Analysis. The results in this study are significantly positive influence between Brand Awareness and Brand Loyalty for Consumer Repurchase Intentions Zwitsal baby soap, and there is a positive not significant influence Brand Association and Perceived Quality on Repurchase Intention consumers Zwitsal brand baby soap. Keywords : Dimensions of Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Repurchase Intention