PENGARUH PERSEPSI KUALITAS, LOYALITAS, DAN KESADARAN MEREK TERHADAP KOSMETIK VIVA DI SURABAYA

This study assessing the effect of quality perception, loyality, and brand awareness on brand equity of Viva cosmetics in Surabaya. Sampling Technique used judgement sampling. The data collection method using quistionares distributed to 130 respondents user Viv a cosmetics in Surabaya. Data were Analyzed using descpritive analysis, classification assumption test, and multiple linier regression analysis using SPSS 16.0. The independent variables used in this study are quality preception, loyality, and brand awaren ess, while the dependent variable is brand equity. The result showed that quality perception, loyality, and brand awareness were possitive significant effect on Viva cosmetics in Surabaya. Keywords : Quality Perception, Loyality, Brand Awareness, Brand Equit