Pengaruh Kesadaran Merek, Citra Merek, Loyalitas Merek, Asosiasi Merek, Brand Attachment, Dan Persepsi Kualitas Terhadap Keputusan Pembelian Ulang Produk Cleo Di Surabaya

This research aims to analyze whether brand awareness, brand image, brand loyalty, brand association, brand attachment, and perceived quality have a partial or simultaneous influence on Cleo consumers' re-purchase decisions in Surabaya. The population of this research was the citizen of Surabaya who consumed Cleo and the samples used were 30 small samples and 120 large samples, aged from 19 years old. The method of data collection in this research uses primary data in the form of a questionnaire. Data is taken through the responses of respondents in each statement contained in the questionnaire. The analysis technique used in this research is multiple linear regression analysis. The results of this research indicate that brand awareness, brand image, brand loyalty, brand association, brand attachment, and perceived quality are simultanously having significant influence on consumers' decision to re-purchase Cleo products in Surabaya. Meanwhile, brand awareness, brand associations, and perceived quality are partially have no significant influence on consumer’s re-purchase decisiom of Cleo product in Surabaya. Keywords : Brand Awareness, Brand Image, Brand Loyalty, Brand Association, Brand Attachment, Perceived Quality, Consumers’ Re-purchase Decisio