PengaruhEkuitasMerekTerhadapMinatBeliUlangPadaProduk KueMochiMerekKaswari Lampion di Kota Sukabumi
Abstract
PDKaswariLampionis a pioneerof mochi cake manufacturer, establishedin 1983in Gg.KaswariinSukabumi. PDKaswariLampionhas received numerousawardsandcertificates. The purposeof this studyis to identifythe brandequity ofthemochicake productsby KaswariLampion, to identifyconsumerre-buying interestof themochicakeproducts by KaswariLampionandto analyze the effect ofbrand equityonconsumerre-buying interest ofthemochi cake productsby KaswariLampion. Descriptive analysisshowedthatPDKaswariLampionhasa very good brand equityandre-buying interest. The result of SEManalysis usingSmartPLSsoftware showed thatbrandequityhas apositive and significant impactonre-buying interestof the mochi cake products by KaswariLampion, it canbe seenfrom thebetaof23,658 (t tabel signifikansi 5% = 1,96).
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- UT - Management [3354]