The Influence of Brand Awareness, Brand Image, and Brand Loyalty on Brand Equity at the Spring-Bed Comforta Manado
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Institusion
Universitas Katolik De La Salle
Author
Lumesar, Angelita M.
Subject
HB Economic Theory
Datestamp
2019-11-04 02:10:13
Abstract :
Humans in carrying out daily activities will not be separated from their needs for rest, so that adequate facilities are needed to meet human needs to rest at night like spring beds. In Manado City, there are many spring beds with various types of brands offered to customers, including the comforta brand. The era of globalization is currently filled with various bedding products with various brands that make customers more detailed to choose which brand to use. If the company has good brand equity, it will indirectly improve company performance. Brand awareness is the brand's ability that comes to mind when consumers think of a product or service and when the brand still pays attention to the minds of consumers, the brand will be difficult to replace by other brands. Brand image is a representation of the overall perception of the brand and is formed from information and experience that fits the brand. Brand loyalty is a strong commitment in subscribing or buying brands consistently in the future. The purpose of this study was to determine The Influence of Brand Awareness, Brand Image, and Brand Loyalty Toward Brand Equity in Comforta Spring-Bed Manado. The sample used in this study was 277 respondents who were users of Comforta Manado Spring Bed using the simple random sampling method. Data analysis techniques in this study used data analysis of Structural Equation Modeling (SEM) with AMOS 23 application. The results of this study are: (1) Brand Awareness and (2) Brand Image do not have significant influence on Brand Equity, (3) Brand Loyalty has a significant influence on Brand Equity. (4) Brand Awareness has a correlation with Brand Image. (5) Brand Image has a correlation with Brand Loyalty. (6) Brand Loyalty has a correlation with Brand Awareness. Keywords : Brand Awareness, Brand Image, Brand Loyalty, and Brand Equity
Humans in carrying out daily activities will not be separated from their needs for rest, so that adequate facilities are needed to meet human needs to rest at night like spring beds. In Manado City, there are many spring beds with various types of brands offered to customers, including the comforta brand. The era of globalization is currently filled with various bedding products with various brands that make customers more detailed to choose which brand to use. If the company has good brand equity, it will indirectly improve company performance. Brand awareness is the brand's ability that comes to mind when consumers think of a product or service and when the brand still pays attention to the minds of consumers, the brand will be difficult to replace by other brands. Brand image is a representation of the overall perception of the brand and is formed from information and experience that fits the brand. Brand loyalty is a strong commitment in subscribing or buying brands consistently in the future. The purpose of this study was to determine The Influence of Brand Awareness, Brand Image, and Brand Loyalty Toward Brand Equity in Comforta Spring-Bed Manado. The sample used in this study was 277 respondents who were users of Comforta Manado Spring Bed using the simple random sampling method. Data analysis techniques in this study used data analysis of Structural Equation Modeling (SEM) with AMOS 23 application. The results of this study are: (1) Brand Awareness and (2) Brand Image do not have significant influence on Brand Equity, (3) Brand Loyalty has a significant influence on Brand Equity. (4) Brand Awareness has a correlation with Brand Image. (5) Brand Image has a correlation with Brand Loyalty. (6) Brand Loyalty has a correlation with Brand Awareness. Keywords : Brand Awareness, Brand Image, Brand Loyalty, and Brand Equity
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