Antecedents and Consequences of Brand Equity on Repurchase Intention of Beauty Salon Consumers

Abstract

This study aims to obtain empirical evidence of the effect of brand equity antecedents and consequences on repurchase intention at beauty-salon business in Bali, Indonesia. The sampling technique used in this research is purposive sampling and obtained as many as 120 respondents. The data analysis technique used in this research is Structural Equation Modeling (SEM) based on component or variance, namely Partial Least Square (PLS). The results of this study found that brand association, brand awareness, and brand image had a positive and significant effect on brand equity, brand awareness had a positive and significant effect on brand image, and brand equity had a positive and significant effect on repurchase intention. These results indicate that when the company is able to create brand associations, brand awareness, and a positive brand image, it will be able to form better brand equity so that later it can increase consumer intention to repurchase a brand.