THE EFFECT OF PERCEIVED QUALITY, BRAND AWARENESS, AND BRAND LOYALTY TOWARD BRAND EQUITY OF BEER BINTANG IN SURABAYA

  • Shelly Amelia Jurusan International Business Networking Fakultas Bisnis dan Ekonomika Universitas Surabaya
Abstract Views: 1458 times
PDF - FULL TEXT Downloads: 1827 times
Keywords: Brand Awareness, Perceived Quality, Brand Loyalty, Brand Equity

Abstract

This study aims to observe the effects of Brand Awareness, Perceived Quality, and Brand Loyalty towards Brand Equity of Beer Bintang in Surabaya. Beer Bintang is used as an object in this study. A quantitative and causal type research is adopted for this study. Questionnaire used was adopted from Ha and Jang (2012) for offline survey. Purposive sampling method was used in this study. Sample consisted of 170 respondents, whose age is 18 years old or above and have consume Beer Bintang minimum twice in the past 6 montho in Surabaya. Further data analysis was analyzed by SPSS 18.0 and SEM. Result of this study found positive relationship between perceived quality to brand loyalty. Perceived quality also positively influences brand equity. Positive relationship was also found on the relationship of brand awareness on brand loyalty. Moreover, brand awareness also positively influences brand equity. Additionally, brand loyalty was also has positiv influences to brand equity.

Downloads

Download data is not yet available.

References

Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.

Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.

Aaker, D. A. (1997). Managing Brand Equity: Capitalizing on The Value of a Brand Name. New York: The Free Press.

Aaker, D. A. (2000). Brand Leadership. New York: The Free Press.

Aaker, D. A. (2007). Strategic Market Management. New Jersey: John Wiley & Sons.

Andriyanto, A. B. (2009). Analisis Pengaruh Brand Awareness, Perceived Quality, dan Brand Association terhadap Keputusan Konsumen dalam Membeli Produk GT Man (Studi Pada Mahasiswa Reguler I Fakultas Ekonomi Universitas Diponegoro Semarang). Skripsi Universitas Diponegoro Semarang.

Astuti, S. W., & Cahyadi, I. G. (2007). Pengaruh Elemen Ekuitas Merek terhadap Rasa Percaya Diri Pelanggan di Surabaya Atas Keputusan Pembelian Kartu Perdana IM3. Majalah Ekonomi, 17(2), 145 - 156.

Atilgan, E., Aksoy, S., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237 - 248.

Bentler, P. M. (2006). EQS 6 Structural Equations Program Manual. California: Multivariate Software, Inc.

Bettencourt, L. A. (2004). Change-oriented organizati onal citizenship behaviors: the direct and moderating influence of goal orientation. Journal of Retailing, 80(3), 165 - 180.

Byrne, D. S. (1998). Complexity Theory and the Social Sciences. London: Routledge.
Published
2018-03-01
Issue
Vol. 7 No. 1 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang International Business Network (IBN)

Creative Commons License

  • Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
  • Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
  • By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.