BRAND EQUITY TOWARDS REPURCHASING INTENTION OF MOBILE PHONES THROUGH CONSUMER VALUE
Abstract: This research
is aimed to
partially and simultaneously examine
the influence of
brand equity element towards
repurchasing intention of Nokia cell phones
in Surabaya through the customer value. The populations of this research
are the entire Nokia cell phones
customers in Surabaya. The numbers of population taken are 150 respondents. The
sample was taken by using purposive sampling method. The data are processed and
analyzed by using hierarchical regression analysis. The results
of the research
show that brand
equity elements affect
the customer value. Consequently, the
customer value affects
the repurchasing intention
of the customers.
In conclusion, the elements
of brand equity
partially and simultaneously affect
the repurchasing intention through
the customer value
in Surabaya. Based
on the results
of the research,
it is suggested that
the producer of
Nokia cell phones
should creates advertisement
in television, which gives the
better information about cell phones Nokia specification.
Author: Christina Esti Susanti
Journal Code: jpmanajemengg130080
