Open Access 2014
— This research purpose is to measure brand equity on purchase intention PC Apple tablet Ipad in Surabaya. There are 4 variables that being used in this research. Brand awareness, brand associations, perceived quality, and purchase intention. This research use explanative method. The data is obtained from respondent who wants to buy Apple Tablet Ipad in Surabaya. There are 100 respondents that being used for this research.