PENGARUH EKUITAS MEREK TERHADAP MINAT BELI ULANG KONSUMEN MINUMAN MEREK CHATIME DI KOTA MALANG

This study aims to determine the effect of brand awareness on consumer repurchase interest, the impact of brand association on consumer repurchase interest, the impact of brand loyalty on consumer repurchase interest, and the impact of consumer repurchase on determining perceived quality. This type of research is a quantitative research with hypothesis testing with the population used are consumers from Chatime in Malang city who have made repeat purchases and the number of samples is set as many as 100 respondents. The data analysis technique used multiple linear regression analysis. Based on the results of research and discussion conducted, it can be concluded that brand awareness affects consumer repurchase interest, brand associations affect consumer repurchase interest. Brand loyalty affects consumer repurchase interest, perceived quality affects consumer repurchase interest. Brand awareness, brand association, brand loyalty, and perceived quality simultaneously affect consumers' repurchase intentio