PENGARUH IKLAN TERHADAP EKUITAS MEREK MELALUI MEDIASI KUALITAS YANG DIRASA NASABAH BANK RAKYAT INDONESIA DI SURABAYA

The brand equity is the strength of the brand that promises consumers the expected value of a product so that consumers will eventually feel get more satisfaction when compared to other products. The purpose of this research was to investigate the effect ofadvertising on perceived quality and brand equity. Sample collection technique is used judgement sampling technique was a total sample 70 respondents. This research performed path analyze using SPSS 16.The result of research is that advertising not significantly and negatively affects the brand equity, advertising significantly and positively affects the perceived quality, and the perceived quality significantly and positively affects the brand equity customers of Bank Rakyat Indonesia in Surabaya. Key words : Advertising, Perceived Quality and Brand Equit