Brand equity towards repurchasing intention of mobile phones through consumer value

This research is aimed to partially and simultaneously examine the influence of brand equity element towards repurchasing intention of Nokia cell phones in Surabaya through the customer value. The populations of this research are the entire Nokia cell phones customers in Surabaya. The numbers of population taken are 150 respondents. The sample was taken by using purposive sampling method. The data are processed and analyzed by using hierarchical regression analysis. The results of the research show that brand equity elements affect the customer value. Consequently, the customer value affects the repurchasing intention of the customers. In conclusion, the elements of brand equity partially and simultaneously affect the repurchasing intention through the customer value in Surabaya. Based on the results of the research, it is suggested that the producer of Nokia cell phones should creates advertisement in television, which gives the better information about cell phones Nokia specificatio