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.
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