Authors : Mahmud , Widji Astuti and Junianto Tjahjo Darsono
Abstract: The purpose of this research is to analyze brand loyalty in mediating the influence of brand awareness, brand associations and brand trust on brand equity. The population of this research is consumers who shop at the Giant hypermarket with a sample of 190 respondents. The data analysis in this research uses structural equation modeling. The results show that brand awareness, brand associations and brand trust influence brand equity and brand loyalty to be able to influence the influence of brand awareness, brand associations and brand trust on brand equity. In order to increase brand loyalty which ultimately provides brand equity, Giant management must provide strategies to create awareness, associations and trust of Giant brands.
Mahmud , Widji Astuti and Junianto Tjahjo Darsono, 2020. Measuring Brand Equity: A Perspective from Giant Hypermarket Customers in Malang City Indonesia. Journal of Engineering and Applied Sciences, 15: 976-981.