PENGARUH BRAND IMAGE, BRAND ASSOCIATION, DAN BRAND AWARENESS TERHADAP REPURCHASE INTENTION PRODUK SMARTPHONE MEREK ASUS

Abstrak Tujuan penelitian ini untuk mengetahui bagaimana pengaruh Brand Image, Brand Association dan Brand Awareness terhadap Repurchase Intention produk smartphone merek ASUS. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image, Brand Association dan Brand Awareness terhadap Repurchase Intention produk smartphone merek ASUS. Penelitian ini menggunakan non probability sampling yang dipilih adalah purposive sampling dengan jumlah sebanyak 150 responden. Pengumpulan data dilakukan dengan wawancara dan penyebaran kuesioner. Penelitian ini menggunakan analisis regresi linear berganda (multiple regression). Hasil penelitian mengukur bahwa Brand Image, Brand Association dan Brand Awareness berpengaruh positif dan signifikan terhadap Repurchase. Kata kunci: brand image, brand association brand awareness, repurchase intention Abstract The purpose of this study to determine the influence of Brand Image, Brand and Brand Awareness Association Intention to Repurchase smartphone ASUS brand products. This study aims to determine the effect of Brand Image, Brand and Brand Awareness Association Intention to Repurchase smartphone ASUS brand products. This study used a non-probability sampling selected is purposive sampling with a total of 150 respondents. Data were collected by interviews and questionnaires. This study used multiple linear regression analysis (multiple regression). The results of the study measured the Brand Image, Brand and Brand Awareness Association positive and significant impact on the Repurchase. Keywords: brand image, brand association brand awareness, repurchase intention