Pengaruh Ekuitas Merek Produk Pasta Gigi Pepsodent Terhadap Keputusan Pembelian Ulang Orang Tua Murid SD Katolik Di Palembang

This study aimed to examine the effect of brand equity Pepsodent toothpaste products on purchase decisions re- consumer of Catholic elementary school of student’s parents in Palembang. This research is the survey sample was determined by the method of purposive sampling. The samples in this study were parents of students in Catholic elementary Palembang.Pengujian hypothesis using multiple linear regression analysis with SPSS 17.00. The results of the testing indicate that the first hypothesis, the hypothesis (H1) which states that the brand awareness influence on purchase decisions re-accepted, hypothesis (H2) stated that brand perceived quality influence purchase decisions re-accepted, and hypothesis (H3) which states that the brand associations influence accepted repeat purchase decisions, and hypothesis (H4) stating that the brand loyalty influence on purchase decisions again. Keywords: brand awareness, brand perceived quality, brand association, brand loyalty, purchase decision re-accepted