PENGARUH DIMENSI EKUITAS MEREK TERHADAP NIAT BELI ULANG KONSUMEN WARUNG BU KRIS DI SURABAYA

Nowadays, culinary business development increases rapidly not only in amount but also variety in Surabaya, and one of the culinary business in Surabaya is "Warung Bu Kris". The hight of rivalry level becomes a problem for the doer of culinary business now. The purpose of this research is to examine brand equity dimensions in consumer repurchase intention, based on Aaker's well-known conceptual framework. There are 82 respondents. The method which is used in this research is analysis test of multiple regression analysis. This research uses primer data as questionnaire. The final research shows that brand equity dimensions, such as brand awarness, brand association, and perceived quality and brand loyalty significantly influence consumer repurchase intention. It also suggests marketer that brand equity is mainly focused on determining marketing strategy. Keywords: Brand equity; Repurchase intention; Multiple Regression Analysi