Penelitian ini bertujuan untuk  menganalisis sejauh mana kekuatan brand equity Batik Air (kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek) mempengaruhi pelanggan untuk membeli kembali produk mereka (repurchase intention) pada masyarakat kota Manado. Keempat dimensi dari brand equity dijadikan variabel independen dalam penelitian ini yaitu kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek. Masing-masing variabel di analisis pengaruhnya terhadap variabel repurchase intention sebagai variabel dependen. Penelitian ini menggunakan metode kuantitatif deskriptif mengunakan analisis regeresi linear berganda. Berdasarkan hasil penelitian menurut temuan uji hipotesis studi, ada hubungan yang lemah namun substansial antara kesadaran merek dan repurchase intention. Menurut temuan uji hipotesis penelitian, keempat variabel X memiliki pengaruh yang positif terhadap repurchase intention. Tetapi pada variabel persepsi kualitas, tidak memiliki pengaruh yang signifikan. Dan hasil menunjukan bahwa variabel loyalitas merek mempunyai pengaruh yang paling kuat dan besar terhadap repurchase intention.

This research aims to analyze the extent to which the strength of Batik Air's brand equity (brand awareness, quality perception, brand association, and brand loyalty) influences customers to repurchase their products (repurchase intention) in the people of Manado city. The four dimensions of brand equity are used as independent variables in this research, namely brand awareness, perceived quality, brand association, and brand loyalty. Each variable is analyzed for its influence on the repurchase intention variable as the dependent variable. This research is a quantitative descriptive study using multiple regression analysis. Based on research results According to the study's hypothesis testing findings, there is a weak but substantial relationship between brand awareness and repurchase intention. According to the findings of the research hypothesis test, the four X variables have a positive influence on repurchase intention. However, the perceived quality variable does not have a significant influence. And the results show that the brand loyalty variable has the strongest and greatest influence on repurchase intention.

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