PENGARUH KESADARAN MEREK, CITRA MEREK, LOYALITAS MEREK TERHADAP EKUITAS MEREK (Studi kasus pada penggunaan smartphone Xiaomi di Batam)

Panca Hadi Setiawan, Ibnu Harris

Abstract


Technological developments continue to increase in various fields, one of which is in the field of cellular telephones, one of the companies established to enter this intense market competition is Xiaomi. There are 3 equity values of the products used in this study, namely Brand awareness, Brand Image, Brand Loyalty that will affect the Brand Equity of this Xiaomi product. This study aims to see how the three elements influence the value of brand equity. The results showed that brand awareness, brand image, brand loyalty influence brand equity simultaneously and brand image, brand loyalty affects brand equity partially while brand awareness does not partially affect brand equity.

Keywords: Brand Awareness, Brand Image, Brand Loyalty, Brand Equity


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DOI: https://doi.org/10.31846/jae.v8i1.264

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