Pengaruh Kesadaran Merek, Kesan Kualitas, Asosiasi Merek Dan Loyalitas Merek Terhadap Ekuitas Merek (Survei Pada Konsumen Pembeli Dan Pengguna Produk Sari Apel Siiplah Di Perumahan Saxophone Kecamatan Lowokwaru Kota Malang)

Aim Muzaqqi • Achmad Fauzi • Imam Suyadi
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • February 2016

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(Bahasa Indonesia, 9 pages)

Abstract

This study aims to determine the effect of Brand Awareness, Perceived Quality, Brand Association and Brand Loyalty simultan and parsial on Brand Equity. This research used explanatory research to test the hypothesis and quantitative approaches. The number of samples in this research were 100 respondents who are Citizens Saxophone Lowokwaru District Malang. Analysis this stduy using regression analysis techniques. These results indicate that the effect of simultan each indpendent variable on Brand Equity is done by testing the F-test. From the results of multiple linear regression analysis obtained by value Fvalue 13.056, while F table at significant level of 0.05 indicates a value of 1.968. This means that F count larger than F table so that Ho refused and Ha accepted, which means that independent variable Brand Awareness , Perceived Quality, Brand Association , Brand Loyalty has a significant influence simultaneously to variable Brand equity. The results also showed that parsial independent variables showed significant levels on the dependent variable.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more