PERCEIVED QUALITY, BRAND AWARENESS, DAN BRAND LOYALTY TERHADAP OVERALL BRAND EQUITY PADA KONSUMEN LUWAK WHITE KOFFIE DI JAKARTA

  • DENNIS SANTOSO Trisakti School of Management
  • KLEMENS WEDANAJI PRASASTYO Trisakti School of Management
Keywords: Perceived quality, brand awareness, brand loyalty, overall brand equity

Abstract

The purpose of this research is to know the influence of perceived quality, brand awareness, and brand loyalty to brand equity overall at Luwak White Koffie consumer in Jakarta. This study was also conducted to improve the results of previous studies. The population of this study are male and female respondents who live in DKI Jakarta and who buy Luwak White Koffie at least 2 times a month. Researchers chose as many as 160 respondents as a sample of this study using purposive sampling and data collected using questionnaires. This research uses Structural Equation Modeling. The results of this study indicate that brand awareness has an influence on brand loyalty and there is influence between brand loyalty to brand equity overall in Luwak White Koffie consumer in Jakarta while there is no perceived quality influence on brand loyalty at Luwak White Koffie consumer in Jakarta.

Published
2021-03-11
How to Cite
SANTOSO, DENNIS, and KLEMENS WEDANAJI PRASASTYO. 2021. “PERCEIVED QUALITY, BRAND AWARENESS, DAN BRAND LOYALTY TERHADAP OVERALL BRAND EQUITY PADA KONSUMEN LUWAK WHITE KOFFIE DI JAKARTA”. E-Jurnal Manajemen Trisakti School of Management (TSM) 1 (1), 9-18. https://jurnaltsm.id/index.php/EJMTSM/article/view/976.