INFLUENCE OF BRAND EQUITY AND PERCEIVED VALUE TOWARD REPURCHASED INTENTION: A SURVEY OF NORTH JAKARTA INHABITANTS WHO FLY WITH LION AIR

Abstract

The aim of this research is to find out whether brand equity (brand loyalty, perceived quality, brand awareness, brand association) and perceived value influence repurchases intention in Lion Air. This research also to find out which factor (brand loyalty, perceived quality, brand awareness, brand association) has the most influence on customer repurchase intention of Lion Air. A study location located in North Jakarta area with total of 275 respondents, which are customers of Lion Air. Using random sampling, the result of multiple regression in F-test found that brand equity and perceived value has influence in repurchased intention with the result of 56.851 with sig 0.000 <alpha 0.05 means there was significant influence between all independent variables (brand equity and perceived value) towards dependent variable (repurchased intention).In T-test found that there was significant influence between brand awareness and repurchased intention with T value result of 7.380 and significant T=0.000, there was also significant influence between brand association and repurchased intention with T value result of 3.700 and significant T=0.000, and also significant influence between perceived value and repurchased intention with T value result of 3.924 and significant T=0.000. No significant influence between brand loyalty and repurchased intention with T value result of -0.655 and significant T=0.513, and also no significant influence between perceived quality and repurchased intention with T value result of 0.549 and significant T=0.584.The findings of this research are brand associations, brand awareness and perceived value simultaneously has significant influence in repurchased intention of Lion Air in North Jakarta. On the other hand the brand loyalty and perceived quality has negative influence in repurchased intention of Lion Air in North Jakarta.