PENGARUH COUNTRY OF ORIGIN IMAGE TERHADAP BRAND EQUITY MELALUI MEDIASI ELEMEN BRAND ASSOCIATIONS, BRAND LOYALTY DAN BRAND AWARENESS PADA AIR CONDITIONER (AC) MEREK LG DI SURABAYA
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh country of origin image terhadap brand equity melalui mediasi elemen brand associations, brand loyalty dan brand awareness pada produk Air Conditioner (AC) merek LG di Surabaya. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan menggunakan program Lisrel 8.70. Data diperoleh secara langsung dari responden yang memenuhi karakteristik populasi yang ditentukan dengan menyebarkan kuesioner. Jumlah sampel yang digunakan dalam penelitian ini adalah sebanyak 150 responden. Penelitian ini dilakukan pada semua tipe AC merek LG di Surabaya. Hasil penelitian ini menunjukkan adanya pengaruh brand associations terhadap brand equity, pengaruh brand loyalty terhadap brand equity, pengaruh country of origin image terhadap brand associations, pengaruh country of origin image terhadap brand loyalty, pengaruh country of origin image terhadap brand awareness, pengaruh country of origin image terhadap brand equity melalui mediasi brand associations, pengaruh country of origin image terhadap brand equity melalui mediasi brand loyalty, pengaruh country of origin image terhadap brand equity melalui mediasi brand awareness dan tidak ada pengaruh brand awareness terhadap brand equity, tidak ada pengaruh country of origin image secara langsung terhadap brand equity.
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