PENGARUH KESADARAN, CITRA DAN ASOSIASI MEREK TERHADAP EKUITAS MEREK TABUNGAN TAHAPAN PADA BANK CENTRAL ASIA DI SURABAYA

Managing brand equity has become a major issue for the marketers and marketing research for a several decades. The purpose of this study is to investigate how brand awareness, brand image, and brand association affect the brand equity of Tahapan Savings. This study employed a self-adminstered questionnaire and collected data from 100 respondents of BCA saving customers. Sampling technique using the method of purposive sampling. Type of data used is primary data and data analysis technique using multiple regression analysis. The result showed that the effects of brand awareness and brand association has a positive significant contribution to brand equity Tahapan Saving on BCA in Surabaya. But brand image has a negative significant contribution to brand equity. Advice that can be delivered is Bank BCA Surabaya should improve or focus on designing Tahapan Saving and services that benefit customer more than or equal the others Bank. Keywords : Brand Awareness, Brand Image, Brand Association, Brand Equit