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IJSTR >> Volume 8 - Issue 1, January 2019 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



The Effects Of Brand Equity On Repurchase Intention: The Role Of Brand Relationship Quality In Muslim Wear Brand Surabaya-Indonesia

[Full Text]

 

AUTHOR(S)

Inggrid Widya Pitaloka, Tatang Ary Gumanti

 

KEYWORDS

Brand Equity, Brand Relationship Quality, Repurchase Intention.

 

ABSTRACT

There are many ways to make a loyal customer. The company must make sure that the customers have the intention to repurchase its 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 this Muslim wear brand. It also examines whether brand relationship quality mediates the relationship between brand equity and repurchase intention. The test was conducted using path analysis of 134 respondents. Results show that there is a 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.

 

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