ANALISIS PENGARUH BRAND AWARENESS DAN BRAND IMAGETERHADAP BRAND EQUITY DAN DAMPAKNYA PADA MINAT BELI KONSUMEN (Studi Kasus Product Placement Mie Instan Indomie Di Dalam Film 5 Cm)

Abstract

This study its has background for instant noodles sachet industry competition. Survey based from top brand index, had been decline of brand value instant noodle “indomie” from 2010 until 2012 to decline indication of brand equity. All of noodle brand for sachet has to do some market strategy to compete for market segment. Instant noodle like indomie for this think used some strategy product placement in film. For this segment instant noodle had to used brand image and make a strong build brand awareness it is not only can growing up brand equity however to increase the customer buy interest. This study just create a few analysis how the biggest effect from brand awareness and brand image to increase brand equity and influence the growing of customer buy interest sensivity for instant noodle “indomie” brand. This study used quantitative methods. This data being collected with quesioner technique. This respondents research has been 118 person , and they are has been watching this film “ 5 Cm“ in cinema’s on semarang city. A quantitative methods include validity and reliability, the classic assumption test, hypothesis testing through F test, t test and coefficient of determination (R2). Data analysis techniques used were linear regression analysis and sobel examine for how to detect intervening variable of that’s brand equity. This result can be how brand awareness and brand image can be positive effect and siginificant toward brand equity. And then brand equity can be accepted as intervening media in brand awareness and brand image media toward buy interest