Brand Equity: Anticedents Consumer Responses

Arwini Sumardi

Abstract


Abstrak

Tujuan–Tujuan dari penelitian ini adalah untuk mengetahui dampak  Brand Awareness, Perceive Quality, Brand Association, Brand Loyalty, Overall Brand Equity terhadap Purchase Intentions dan WOM.

Desain/Metodologi/Pendekatan - Objeknya adalah 170 pengendara sepeda motor merek Polygon, United Bike dan WIM Cycle; tertarik dengan teknik purposive sampling dan menggunakan SEM untuk menganalisis data.

Hasil Temuan dari penelitian ini adalah  Brand Awereness berpengaruh positif terhadap Perceive Quality; Brand Awereness berpengaruh positif terhadap Brand Loyalty; Brand Association berpengaruh positif terhadap Brand Loyalty; Brand Association berpengaruh positif terhadap Overall Brand Equity; Overall Brand Equity berpegaruh positif terhadap Purchase Intention; Overall Brand Equity berpengaruh positif terhadap WOM. 

 

Abstract

Purpose –The purpose of this research is to aim the impacts of  Brand Awareness, Perceive Quality, Brand Association, Brand Loyalty, Overall Brand Equity towards Purchase Intentions and WOM.

Design/Methodology/Approach: The object were 170 bikers of Polygon, United Bike and WIM Cycle brands; attracted by purposive sampling technique and used SEM to analyze data.

Finding- The findings are  Brand Awereness has positive effect on Perceive Quality; Brand Awereness has positive effect on Brand Loyalty; Brand Association has positive effect on Brand Loyalty; Brand Association has positive effect on Overall Brand Equity; Overall Brand Equity has positive effect on Purchase Intention; Overall Brand Equity has positive effect on WOM.


Keywords


Brand Awareness, Perceive Quality, Brand Association, Brand Loyalty, Overall Brand Equity, Purchase Intentions, WOM.

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DOI: http://dx.doi.org/10.25105/mrbm.v18i2.5002

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