PENGARUH BRAND EQUITY TERHADAP PEMBELIAN BERULANG DI TOKO KAIN SPREI LULUBEDDING DI KOTA MOJOKERTO

This research aims to examine the influence of brand equity on repeat purchases at Lulubedding bed sheet store in Mojokerto City. Brand equity encompasses several components, such as brand awareness, brand association, perceived quality, and brand loyalty. Data was collected through a survey filled out by Lulubedding customers who had made previous purchases. Data analysis used the embedded two-stage approach method with a second-order factor approach, aided by the Smart PLS 4 analysis tool. This type of research is quantitative, with a sample size of 245 respondents using purposive sampling techniques. The results of this study indicate that brand awareness can form brand equity in Lulubedding bed sheet products, brand association can form brand equity in Lulubedding bed sheet products, perceived quality can form brand equity in Lulubedding bed sheet products, brand loyalty can form brand equity in Lulubedding bed sheet products, and brand equity can form repeat purchases of Lulubedding bed sheet products