PENGARUH BRAND EQUITY TERHADAP NIAT PEMBELIAN ULANG DENGAN CELEBRITY ENDORSER SEBAGAI MODERASI (Study Pada Konsumen Restaurant Steak 36 Jl. Soekarno Hatta Indah, Kota Malang)

This study aims to describe the condition of brand equity, celebrity endorser and repurchase intention, analyze the influence of brand equity on repurchase intention, analyze the influence of celebrity endorser in moderating the influence of brand equity on repurchase intention. The population in this study were steak 36 consumers with a sample of 385 respondents using accidental sampling. The method used was moderation regression analysis. The results of this study indicate that brand equity has a significant positive effect on repurchase intention and celebrity endorser can weaken the influence of brand equity on repurchase intention.