PENGARUH BRAND AWARENESS, PERCEIVED QUALITY OF BRAND, BRAND ASSOCIATION, BRAND LOYALTY, DAN BRAND IMAGE TERHADAP BRAND EQUITY ERIGO MENURUT MAHASISWA DI SURABAYA

  • Mega Melina Dewi Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya

Abstract

Tujuan penelitian ini adalah untuk menguji efek dari brand awareness, perceived quality of brand, brand association, brand loyalty, dan brand image terhadap brand equity Erigo pada mahasiswa di Surabaya.Data yang diambil dari 215 mahasiswa dianalisis dengan menggunakan Structural Equation Model (SEM) dengan program Statistical Package for Social Sciences (SPSS) versi 18 dan Lisrel versi 8.7. Responden secara acak diambil dari mahasiswa aktif di berbagai universitas di Kota Surabaya, Indonesia.Berdasarkan hasil pengujian, ditemukan bahwa semua variabel memiliki hubungan yang positif dan pengaruh yang signifikan terhadap brand equity. Oleh karena itu, dapat disimpulkan bahwa semua hipotesis terdukung. Dalam penelitian ini, brand association adalah faktor yang paling memiliki pengaruh dominan terhadap brand equity Erigo.Dampak dari hasil penelitian ini dapat membantu perusahaan selaku produsen merek Erigo menciptakan strategi untuk meningkatkan brand equity mereka dalam rangka mendapatkan keunggulan kompetitif dan memperluas pasar, khususnya di antara mahasiswa.

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Published
2017-09-01
How to Cite
DEWI, Mega Melina. PENGARUH BRAND AWARENESS, PERCEIVED QUALITY OF BRAND, BRAND ASSOCIATION, BRAND LOYALTY, DAN BRAND IMAGE TERHADAP BRAND EQUITY ERIGO MENURUT MAHASISWA DI SURABAYA. CALYPTRA, [S.l.], v. 6, n. 2, p. Hal. 825 – 842, sep. 2017. ISSN 2302-8203. Available at: <http://journal.ubaya.ac.id/index.php/jimus/article/view/960>. Date accessed: 18 oct. 2018.