Toward Brand Equity: The Effect of Brand Awareness, Perceived Quality, Brand Association, and Brand Loyalty in Boutique Bakery Company

This study aims to determine the effect of brand awareness, perceived quality, brand association, and brand loyalty to brand equity. The object of this research is BreadLife's consumers in South Jakarta. The type of research used is explanatory research with quantitative approach. The data collection technique is done by non-probability sample technique, with sample selection using accidental sampling method. Samples are 230 respondents who are BreadLife consumers in South Jakarta. Data analysis used is descriptive analysis and Path analysis. Data analysis was done by using Partial Lest Square analysis with SmartPLS 3.0 program. The results showed that: brand awareness variables negatively affect and not significant to brand equity variable; perceived quality variable has positive and insignificant effect on brand equity; brand association variable has a positive and significant impact on brand equity; brand loyalty variable has a positive and significant effect on the brand equity. With it, BreadLife must continue to maintain the quality of its products and conduct promotions. Thus, consumers get to know their products and make customers loyal. Keywords: Product Quality, Service Quality, Customer Satisfaction, Customer Loyalty. DOI: 10.7176/JMCR/67-06 Publication date: April 30th 2020