Brand Awareness, Brand Image Dan Brand Loyalty Sebagai Prediktor Brand Equity Adidas
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Abstract
The purpose of this study to examine whether brand awareness, brand image and brand loyalty can predict brand equity Adidas in Jakarta. The population in this study were Adidas consumers in Jakrata. The sample was 100 respondents with a convenience sampling technique questionnarise ans using SmartPLS 3 software. Overall, the result of this research were brand awareness positive and significant as a predictor of brand equity, brand image positive and significant as a predictor of brand equity, and brand loyalty positive and significant as a predictor of brand equity.
Tujuan dari penelitian ini adalah untuk menguji apakah brand awareness, brand image dan brand loyalty dapat memprediksi brand equity Adidas di Jakarta. Populasi dalam penelitian ini adalah konsumen Adidas di Jakarta. Sampel adalah 100 responden dengan kuesioner teknik convenience sampling dan menggunakan perangkat lunak SmartPLS 3. Secara keseluruhan, hasil dari penelitian ini brand awareness secara positif dan signifikan menjadi prediktor brand equity, brand image secara positif dan signifikan menjadi prediktor brand equity, brand loyalty secara positif dan signifikan menjadi prediktor brand equity Adidas.
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