ANALISIS CITRA MEREK SEPATU CONVERSE (STUDI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG)

The study aim to examine the dimensions that shape the brand image of Converse shoes. A survey of 100 respondens was taken by accidental sampling from a population of students of the University of Muhammadiyah Malang who used Converse shoes. Cofirmatory factor analysis indicates that brand identity, brand assosiation, brand personality, brand behavior and attitude, and brand competence and benefit are able to shape the brand image