Brand equity and customer repurchase intention towards Agromas products / Ahmad Syakir Kadimin and Mohamad Hanafi Zainal

This study is conducted as a partial fulfillment of the coursework of Industrial Training Project Paper (MKT669). This title of study is “Brand Equity and Customer Repurchase Intention toward Agromas Products”.

This study focused in four element of brand equity that is brand association, brand awareness, perceived quality and brand loyalty. All this elements used as an independent variable and the dependent variable is customer repurchased intention.

The main objectives of this study are to examine the customer perception of repurchase intention toward Agromas products, to examine the perceptions of the customer toward brand equity elements of Agromas, to investigate the relationships between brand equity and customers repurchase intentions toward Agromas product, to determine the element that gives the most impact on repurchase intentions toward Agromas products and to provide recommendations to improve the brand equity of Agromas product.

This study was conducted at Melaka Tengah district and covers only on Agromas consumer products. Through this study; it will help FAMA to identify the new strategy that can be used to increase their marketing strategy especially on brand equity elements.