[ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merekterhadap perilaku pembelian. Merek yang diteliti adalah merek SPBU Shell.Penelitian ini menggunakan descriptive research design dengan metode surveyyaitu yang dilakukan terhadap kosumen SPBU Shell. Hasil penelitian inimenunjukkan bahwa brand awareness mempengaruhi brand image SPBU Shelldan mempengaruhi konsumen dalam intention to future purchase. Brandawareness tidak mempengaruhi brand satisfaction dan brand trust SPBU Shellserta tidak mempengaruhi konsumen dalam current purchase. Brand imagemempengaruhi brand satisfaction dan brand trust SPBU Shell. Brand imageSPBU Shell juga mempengaruhi konsumen dalam current purchase dan intentionto future purchase. Brand satisfaction tidak mempengaruhi brand attachmentSPBU Shell. Tetapi brand trust mempengaruhi brand attachment SPBU Shell.Brand attachment SPBU Shell mempengaruhi current purchase dan intention tofuture purchase. Current purchase yang dilakukan oleh konsumen SPBU Shellberpengaruh terhadap intention to future purchase

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ABSTRACT
This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell?s customer will have a positiveeffect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell?s customer will have a positiveeffect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell?s customer will have a positiveeffect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell?s customer will have a positiveeffect on intention to future purchase;This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell?s customer will have a positiveeffect on intention to future purchase, This study aims to determine the effect of brand equity to Behavioraloutcome. A case study of SPBU Shell. The research is implementing descriptiveresearch design using survey method which used to SPBU Shell customers. Theresults of this research shows that brand awareness has a positive effect on brandimage SPBU Shell and intention to future purchase. Brand awareness has not apositive effect on brand satisfaction and brand trust SPBU Shell and currentpurchase. Brand image has a positive effect on brand satisfaction and brand trustSPBU Shell and has a positive effect on current purchase and intention to futurepurchase. Brand satisfaction has not a positive effect on brand attachment SPBUShell. But Brand trust has a positive effect on brand attachment SPBU Shell.Brand attachment has a positive effect on current purchase and intention to futurepurchase. Current purchase made by SPBU Shell’s customer will have a positiveeffect on intention to future purchase]