PENGARUH KESADARAN, ASOSIASI, CITRA DAN KESETIAAN TERHADAP EKUITAS MEREK PADA PRODUK MIE INSTAN DI YOGYAKARTA

Gusti, Yenni Kurnia PENGARUH KESADARAN, ASOSIASI, CITRA DAN KESETIAAN TERHADAP EKUITAS MEREK PADA PRODUK MIE INSTAN DI YOGYAKARTA. Kajian Bisnis Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha, 30 (2). pp. 17-37.

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Abstract

The purpose of this study was to determine the dimensions of Brand Equity that affect the Brand Equity of Indomie instant noodles in undergraduate students who have migratedin Yogyakarta. Signal detection theory can detect stimulus received and produce a decision, the theory is used to produce a strategy formulation to increase Brand Equity. Dimensions of Brand Equity, namely Brand Associations are more often remembered and appear in the minds of customers, Brand Loyalty is related to customers who stay with the brand, Brand Awareness can make customers understand the characteristics of the brand, Brand Image can be described positively and negatively by customers. The sample amounted to 182 respondents according to the criteria, namely respondents who like instant noodles, like Indomie instant noodle products, and undergraduate students who have migrated in Yogyakarta. Data analysis of the research used Structural Equation Modeling to investigate the causal relationship between the independent variable and the dependent variable. The test of this research used the SPSS 24 and AMOS 22 programs. The results showed that Brand Association, Brand Loyalty, Brand Awareness, and Brand Image had a positive and significant effect on Brand Equity. The academic contribution of this research provides empirical evidence of the independent variables affecting the product-based dependent variable in line with previous research. The contribution of research practice shows the findings to provide advice on Indomie instant noodle products based on marketing channels, in order to maintain existing resources and increase the dimension of Brand Equity.

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