PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY DAN BRAND LOYALTY TERHADAP REPURCHASE INTENTION MELALUI BRAND EQUITY BERAS DALAM KEMASAN BERMEREK “MANNA” DI JEMBER

Abstract

Brand equity becomes a very important thing to note by the company in line with free trade because it raises a variety of production of goods by different manufacturers of similar goods. Rice is included in the product that has a little difference between the brand and a product with the purchase of low involvement. So the consumer purchasing behavior is habitual buying behavior. Being in this position, the greater the chances of branded packaged rice "Manna" to strengthen its brand equity. The purpose of this study was to determine the effect of Brand Equity dimensions to Repurchase Intention through on the Brand Equity of branded rice in packs "Manna" in Jember. The object of this study is customers Carrefour Jember who make purchases of rice. This research has been analyzed through SEM (Structural Equation Modelling) with AMOS tools. This analysis consist of descriptive analysis, test assumptions SEM, validity and reliability, causal models or SEM and conformance testing of the model through the AMOS 18. The analysis showed that the model meets the criteria Goodness of Fit. The results also showed five hypotheses proposed in this study received. Theoretical suggestions posed in this study is mainly for future studies to include other variables that have not been investigated in this study. Practical suggestions put forward in the research is not just for rice products, but also for other business actors in the trade industry to pay attention to market and establish business strategy for the appropriate product.