Factors Affecting Brand Equity in Batu Tourism City

Nadhif, Muhammad Afif and Widjaja, Fitri Novika and Kusumawardhany, Prita Ayu (2021) Factors Affecting Brand Equity in Batu Tourism City. In: International Symposium on Management ke-18 (Insyma 18), 27 Mei 2021, Mataram, Lombok.

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Abstract

ABSTRACT- This study aims to determine the effect of Brand Awareness, Brand Image, Brand Loyalty, Perceived Brand Quality on Brand Equity in Batu Tourism City. The City of Batu has designated its area as an agropolitan tourism center in East Java. This study uses qualitative research methods with data analysis in the form of SEM (Structural Equation Model) and using SPSS 18.0 and AMOS 22.0 software. The sampling technique used is non-probability sampling, with a total sample of 200 respondents aged 17 years and over, and who have visited tourist attractions in Batu City within the last 1 year. The results of this study indicate that Brand Awareness, Brand Image, Brand Loyalty, Perceived Brand Quality have a positive influence on Brand Equity in Batu Tourism City.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Brand Awareness, Brand Image, Perceived Brand Quality, and Brand Loyalty
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Fitri Novika Widjaja 3194
Date Deposited:	24 May 2021 07:19
Last Modified:	24 May 2021 07:20
URI:	http://repository.ubaya.ac.id/id/eprint/39563

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