Abstract:
This study aims to analyze the relationship and influence of consumer perceptions on brand
equity of the pisang muncrat food business using Structural Equation Modeling (SEM). SEM
is used to determine the relationship between research variables. There are several variables
that influence consumer perceptions of the brand equity of the pisang muncrat food business.
Price, product, and place variables have a significant effect on brand awareness and
associations, quality impressions, and brand loyalty. The variables of brand awareness and
associations, the impression of quality have no significant effect on the overall brand equity
variable. The brand loyalty variable has a significant effect on the overall brand equity
variable.
