PERAN ATRIBUT PRODUK DAN SIKAP MEREK TERHADAP PENINGKATAN EKUITAS MEREK

Abstract

High brand equity becomes the company's strength to stay in the
market competition. Increasing brand equity is one of the company's strategies
that is carried out all the time. Increasing the supporting factors of brand equity
is a way to strengthen brand equity. This study aims to determine the role of
product attributes and brand attitudes in increasing brand equity. The research
population is the consumer of the Rinnai brand gas stove. Obtained 85
respondents as research samples with purposive sampling technique. Research
data obtained through the distribution of questionnaires will then be analyzed
using multiple linear regression analysis. The results show that product attributes
play a significant role in the development of brand equity. Furthermore, brand
equity is significantly influenced by brand attitudes. Product attributes and brand
attitudes have a significant role in the joint formation of brand equity.