PENERAPAN STRUCTURAL EQUATION MODELING PADA PERSEPSI KONSUMEN TERHADAP EKUITAS MEREK USAHA MAKANAN PISANG MUNCRAT

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.