ANALISIS PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, LOYALITAS MEREK, DAN CITRA MEREK TERHADAP EKUITAS MEREK (Studi Kasus pada Konsumen Larissa Aesthetic Center Semarang)

Abstract

This research is motivated by the increasing competition between branded beauty clinics that exist in Semarang. This affects the consumer decision-making in choosing a brand that is able to meet their needs. This study aims to analyze and test the effect of brand awareness, perceived quality, brand loyalty, and brand image on brand equity Larissa Aesthetic Center Semarang. After a literature review and hypothesis formulation, data collected through questionnaire method against 100 consumers Larissa Aesthetic Center Semarang obtained by using techniques Accidental sampling technique which is part of the Non-Probability Samples. Then testing hypotheses through quantitative analysis, include: the test of validity, reliability test, the classical assumption test, multiple linear regression analysis, and test of goodness of fit. Based on the results of the study, obtained the following regression equation: Y = 0.199 X1 + 0.211 X2 + 0.333 X3 + 0.233 X4 Where the brand equity’s variable (Y), brand awareness (X1), perceived quality (X2), brand loyalty (X3), and brand image (X4). Hypothesis testing using ttest showed that the four independent variables, namely brand awareness, perceived quality, brand loyalty, brand image and significant positive effect on brand equity (the dependent variable). The results showed that the research model was acceptable