Pengaruh Persepsi Kualitas dan Kesadaran Merek yang Berdampak pada Ekuitas Merek PT. Yamaha Indonesia Motor MFG dengan Citra Merek Sebagai Variabel Intervening

Abstract

The high need for means of transportation that continues to increase makes the automotive industry, especially Yamaha motorbikes, continue to grow rapidly and are in demand by consumers, so that each brand is competing to showcase the advantages of its products and increase the value of its brand so that it can be attracted by existing consumers in Indonesia. The main objective of this study was to determine and analyze the effect of perceived quality and brand awareness on brand image which has an impact on brand equity of PT. Yamaha Indonesia Motor Mfg using a quantitative descriptive approach. The sampling technique used is convenience sampling. The data in the study were obtained from 175 respondents who were consumers of PT. Yamaha Motor Indonesia Mfg. Data analysis in this study used multiple linear regression and path analysis. The first stage in this study was to test the validity of the questions for each variable along with its reliability. The second stage examines the relationship between variables, namely perceived quality, brand awareness, brand image and brand equity. The results of this study indicate that the perceived quality variable affects brand image, brand awareness affects the brand image, perceived quality affects brand equity, brand awareness affects brand equity and brand image affects the brand equity of PT. Yamaha Motor Indonesia Mfg.