| dc.description.abstract | In today's modern era, women have a level of knowledge that is more socially connected.
This raises consumptive life pattern and abandon productive lifestyle. One of the things that make
women become more consumptive life is a cosmetic product. Some cosmetic brands competing with
others for the brand occupy the market share in Indonesia. L'Oreal Group's cosmetic products are
amazingly affordable by women in the market one of them is Maybelline cosmetics. The number of
new competitors with innovations they offer, made public purchasing intentions at Maybelline
cosmetics began to decrease. To be able to survive in the competition, companies need to improve
Repurchase Intention.
This study aims to analyse the influence of Brand Fit, Brand Identification, and Brand
Ambassador on Repurchase Intention through Attitude Toward Brand Maybelline cosmetic product
on consumers in Surabaya. Samples used in this study are women who are domiciled in the Surabaya
city area who have purchased and using Maybelline cosmetic products within a minimum of 2 times
in the last 3 months, aged 18-60 years, a total of 130 respondents. For processing and analysing data
in this study, that is by using SPSS 22.0 as a software for processing data.
Empirical findings indicate that the relationship Attitude Toward Brand to Repurchase
Intention has a big regression coefficient with a value of 0744, then the effect of Brand Fit to
Attitude Toward Brand with a regression coefficient of 0491, the relationship between Brand
Identification on Attitude Toward Brand has a regression coefficient of 0.127, relationship between
the Brand Ambassador of the Attitude Toward Brand has the highest regression coefficient for
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