Art Original

ANALISIS PENGARUH ASOSIASI MEREK, CITRA MEREK, KESADARAN MEREK, DAN LOYALITAS MEREK TERHADAP EKUITAS MEREK MINYAK TELON

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This research aims to analyze the influence of brand association, brand image, brand awareness, and brand loyalty on brand equity of telon oil. This research uses a quantitative approach with the sample in the study being women or men aged 25 – 55 years and who have used My Baby telon oil. In carrying out this research, researchers used data analysis methods using the Likert scale measurement method, questionnaire data analysis using the SPSS 26 statistical program with the SEM SmartPLS method. The research results show several important findings regarding the relationship between the main variables in the context of Brand Equity. First, Brand Association (X1) significantly influences Brand Equity (Z) and Brand Loyalty (Y). Second, Brand Awareness (X2) has a significant influence on Brand Loyalty (Y), but not on Brand Equity (Z). Third, Brand Image (X3) significantly influences Brand Equity (Z), but not significantly on Brand Loyalty (Y). Apart from that, Brand Loyalty (Y) was also found to have a significant influence on Brand Equity (Z). These findings provide important insights for marketing and brand management strategies to strengthen key aspects that influence consumer perception and loyalty towards brands.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

TS 675 23

Penerbit

Jakarta : Fakultas Farmasi Universitas Pancasila., 2023

Deskripsi Fisik

98 p.

Bahasa

Indonesia

ISBN/ISSN

5421220034

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Asosiasi Merek, Citra Merek, Kesadaran Merek
Ekuitas Merek Minyak Telon

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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