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All Journal Business UHO: Jurnal Administrasi Bisnis JHP17 (Jurnal Hasil Penelitian) SINERGI: Jurnal Ilmiah Ilmu Manajemen Sketsa Bisnis Jurnal Ilmiah Administrasi Bisnis dan Inovasi Dedication : Jurnal Pengabdian Masyarakat Jurnal Loyalitas Sosial: Journal of Community Service in Humanities and Social Sciences Jurnal Ilmu Administrasi: Media Pengembangan Ilmu dan Praktek Administrasi Dedication : Jurnal Pengabdian Masyarakat Jurnal Ilmu Administrasi: Media Pengembangan Ilmu dan Praktek Administrasi
Andry Herawati
FIA Universitas Dr. Soetomo Surabaya
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Social Sciences Other

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Journal : SINERGI: Jurnal Ilmiah Ilmu Manajemen

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THE EFFECT OF ASSOCIATED MEDIATION, LOYALTY, BRAND IMAGE AND THE QUALITY ACCEPTED TO THE EQUITY OF THE BRAND Sarwani, Sarwani; Suprihhadi, Heru; Herawati, Andry
Sinergi : Jurnal Ilmiah Ilmu Manajemen Vol. 11 No. 1 (2021)
Publisher : Economic and Bussiness Faculty, Dr Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (316.753 KB) | DOI: 10.25139/sng.v11i1.3523

Abstract

One of the essential topics in marketing management is subject to brand equity. Initially, brand equity was recognized to can be given to bring added value to a product in the means corporate brand name. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the organization to create and build intense brand name organization experiences that will influence the decision-making process to brand name organization choice for membership. Thus, this study aims to prove and analyze the indirect influence amongst the brand equity dimensions on brand equity. For this study's purpose, brand equity dimensions include brand awareness, brand association, brand loyalty, brand image and perceived quality. In this study, a sum of 120 usable questionnaires from cooperation enterprises active membership was gathered. The result indicates that only a mediating influence brand loyalty of brand association on brand equity, and a mediating influence the perceived quality of the brand image on brand equity.
Co-Authors Abdillah, Wahyu Abdillah, Wahyu Hamdani, R. Kartono Heru Suprihhadi Indrarini DG Kamariyah, Sri Liling Listyawati Liling Listyawati Listyawati, Liling Listyawati, Liling Nita Nurliawati Sarwani Sarwani Sarwani Sarwani, Sarwani Sedarmayanti, Sedarmayanti Sri Kamariyah