THE EFFECTS OF BRAND EQUITY ON REPURCHASE INTENTION: THE ROLE OF BRAND RELATIONSHIP QUALITY IN GRIYA KERUDUNG DIEN

Abstract

There are many ways to make a loyal customer. The company must make sure that the customers have the intention to repurchase it products or services. There are many drivers of customer repurchase intention, such as brand equity and brand relationship quality. This research examines the effects of brand equity and brand relationship quality on repurchase intention of the customers of Griya Kerudung Dien. It also examines the mediating effect of brand relationship quality on the relationship between brand equity and repurchase intention. The test was conducted using path analysis on 134 respondents. Results show that there is positive and significant effect of brand equity and brand relationship quality on repurchase intention. Brand relationship quality partially mediates the effect of brand equity on repurchase intention.