PENGARUH BRAND EQUITY TERHADAP REPURCHASE INTENTION DENGAN KOSMETIK BRAND IMAGE SEBAGAI MODERASI ( Studi pada Pelanggan Produk Kosmetik Hanasui )

This study aims to examine the effect of brand equity on repurchase intention with cosmetic brand image as a moderator. This type of research uses explanatory research and a quantitative approach. The data collection technique in this data research uses a survey with questionnaire distribution. The number of samples of 246 was determined based on Lemeshow, taken by purposive sampling from a population of customers who have purchased Hanasui cosmetic products at least twice. Then the analysis method used is Confirmatory Factor Analysis (CFA) and Moderated Regression Analysis (MRA), the confirmation results show that brand awareness, perceived quality, brand association and brand loyalty form brand equity. Hypothesis testing shows that brand equity has a positive and significant effect on repurchase intention, brand image does not have a significant effect on repurchase intention, and brand image is not able to moderate the effect of brand equity on repurchase intention.