Record Details

MEMAHAMI EKUITAS MEREK PERGURUAN TINGGI: PENELITIAN EMPIRIS PADA STIE SURAKARTA, JAWA TENGAH, INDONESIA

Journal of Management and Entrepreneurship

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Title MEMAHAMI EKUITAS MEREK PERGURUAN TINGGI: PENELITIAN EMPIRIS PADA STIE SURAKARTA, JAWA TENGAH, INDONESIA
 
Creator Ardyan, Elia
Sancoyo, Wisnu
Ayuda, Oky Tira
Setiadi, Deni
Sari, Fenti Winda
Ismawati, Atika Ayu
Yuniarti, Novita
Kurniawan, Hafiz
., Winata
 
Subject —
Brand equity, brand awareness, brand association, perceived quality, brand loyalty
 
Description Measuring brand equity becomes an important part in the organization, espe­ci­al­ly college. By mea­suring the brand equity, the college would be more understanding about its brand awareness, brand asso­ciation, perceived quality, and brand loyalty. The Research problems were: (1) How were the students’ per­ception about STIE Surakarta brand awareness?(2) How were the effects of brand association and perceived quality on brand loyalty. The samples of this research were 120 students of STIE Surakarta. The analysis used description and Structural Equation Modeling (SEM). The results showed that (1) the brand of STIE Surakarta occupied 3rd position in the minds of consumers; (2) Brand association had positive but in­sig­ni­ficant effect on loyalty and perceived quality had positive and significant effect on brand loyalty.
 
Publisher Institute of Research and Community Outreach - Petra Christian University
 
Contributor —
 
Date 2015-10-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format 0
 
Identifier http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/19349
10.9744/jmk.17.2.155-164
 
Source Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship); Vol 17, No 2 (2015): SEPTEMBER 2015; 155-164
1411-1438
 
Language eng
 
Relation http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/19349/18832
 
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