The Influence of Brand Awareness on Repurchase Intention with Perceived Quality as Mediation Variable

ABSTRACT :This study aimed to explain the influence of brand awareness on repurchase intention withperceived quality as a mediation variable, a study on consumer of Nivea brand cosmetics in Denpasar City. Thepopulation used was consumers of Nivea brand cosmetics in Denpasar. The sample was determined by a nonprobability sampling method of 120 respondents. The data was obtained from the questionnaires and analyzedusing path analysis techniques and sobeltests. The results showed that brand awareness and perceived qualitypartially influenced positive and significant repurchase intention, and there is a mediation role of perceivedquality that strengthens brand awareness relationships. The results of respondents’ answers also showed overallthat consumers who have used Nivea brand cosmetic products had the repurchase intention to use the productbecause the perceived quality felt when consumers used Nivea brand cosmetic products, as well asconsumersknowledge of brand awareness of Nivea brand cosmetic products were very high.

Keywords – brandawareness, perceived quality, repurchase intention