Jurnal Salingka Nagari
Vol 2 No 1 (2023): Jurnal Salingka Nagari

Pengaruh Citra Merek dan Loyalitas Merek Terhadap Ekuitas Merek Susu Cair Dalam Kemasan Kotak Indomilk di Kota Padang

Vidhara Islamia (Universitas Negeri Padang)
Okki Trinanda (Universitas Negeri Padang)

Article Info

Publish Date
23 May 2023

Abstract

The purpose of this research is to determine the effect of brand image and brand loyalty on brand equity of liquid milk packaged in Indomilk boxes at Padang City. This type of research is causative. The population of the research is the people of the city of Padang. The Number of research samples was 97 people and selected using purposive sampling technique. The data used is the type of primary data obtained through the distribution of questionnaires to the people of the city of Padang with predetermined criteria. The analytical method is multiple regression analysis using SPSS 16. The results indicate that (1) brand image has a significant effect on brand equity, (2) brand loyalty has a significant effect on brand equity, (3) brand image and brand loyalty have a significant effect on brand equity.

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Journal Info
Jurnal Salingka Nagari
Website

Abbrev

jsn

Publisher

Universitas Negeri Padang

Subject

Economics, Econometrics & Finance Education Social Sciences

Description

Jurnal Salingka Nagari e-ISSN: 2962-9764 (Elektronik) bertujuan untuk menyebarluaskan pemikiran konseptual, gagasan dan hasil penelitian yang telah dicapai di bidang pengabdian masyarakat, ilmu sosial dan ilmu pendidikan serta bidang terkait lainnya yang diterbitkan oleh Universitas Negeri Padang. ...