PERAN ATRIBUT PRODUK DAN SIKAP MEREK TERHADAP PENINGKATAN EKUITAS MEREK

Autor:	Utami Puji Lestari, Ella Anastasya Sinambela
Rok vydání:	2023
Předmět:	General Earth and Planetary Sciences General Environmental Science
Zdroj:	Jurnal Ilmiah Satyagraha. 6:74-83
ISSN:	2723-5556 2620-6358
DOI:	10.47532/jis.v6i1.729
Popis:	High brand equity becomes the company's strength to stay in the market competition. Increasing brand equity is one of the company's strategies that is carried out all the time. Increasing the supporting factors of brand equity is a way to strengthen brand equity. This study aims to determine the role of product attributes and brand attitudes in increasing brand equity. The research population is the consumer of the Rinnai brand gas stove. Obtained 85 respondents as research samples with purposive sampling technique. Research data obtained through the distribution of questionnaires will then be analyzed using multiple linear regression analysis. The results show that product attributes play a significant role in the development of brand equity. Furthermore, brand equity is significantly influenced by brand attitudes. Product attributes and brand attitudes have a significant role in the joint formation of brand equity.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::576e7ed1817552c92cbd5c73adc8e54f https://doi.org/10.47532/jis.v6i1.729 Zobrazit plný text záznamu