SUMMARY
Penelitian ini mencoba untuk menguji pengaruh komponen pembentuk ekuitas merek terhadap pembelian wingko babad merek/cap “Kereta Api” sebagai oleh-oleh khas kota Semarang.Teknik sampling dalam penelitian ini menggunakan teknik non Random Sampling dengan metode Accidental Sampling dengan data primer. Populasi penelitian ini sebesar 500pembeli wingko babad “Kereta Api” dengan sampel penelitian sebanyak 125 pembeli. Data diolah dengan metode analisis regresi berganda melalui program SPSS versi 17. Hasil analisis menunjukkan bahwapengaruh yang signifikan antara kesadaran merek, asosiasi merek, persepsi kualitas merek dan loyalitas merek terhadap intensitas pembelian, artinya semakin tinggi kesadaran merek, asosiasi merek, persepsi kualitas merek dan loyalitas merek maka semakin tinggi pula intensitas pembelian.Besarnya angka Koefisien determinasi 0,550 atau sama dengan 55%. Angka tersebut berarti bahwa sebesar 55% intensitas pembelian yang terjadi dapat dijelaskan dengan menggunakan variabel kesadaran merek, asosiasi merek, persepsi kualitas merek dan loyalitas merek.Sedangkan sisanya 45% (100% - 55%) mendapat kontribusi dari faktor-faktor penyebab lainnya. This study attempts to examine the effect of forming components of brand equity to purchase the Chronicle wingko brand / label of "Train" as souvenirs typical town Semarang.Teknik sampling in this study using the technique of non-random sampling by accidental sampling method with the primary data. This study population of 500pembeli wingko chronicle "Train" to sample as many as 125 buyers. Data processed by the method of multiple regression analysis by SPSS version 17. The analysis showed that the significant influence of brand awareness, brand association, perceived quality of the brand and brand loyalty to the intensity of the purchase, meaning that the higher the brand awareness, brand association, perceived quality of the brand and brand loyalty, the higher the intensity of the purchase. The coefficient of determination large numbers 0,550 or equal to 55%. This figure means that the intensity of 55% of purchases made can be explained by using a variable of brand awareness, brand association, perceived quality of the brand and brand loyalty. While the remaining 45% (100% - 55%) received contributions of other causative factors.