THE EFFECT OF COUNTRY OF ORIGIN IMAGE ON BRAND EQUITY THROUGH THE MEDIATION OF BRAND ASSOCIATIONS, BRAND LOYALTY AND BRAND AWARENESS ON LG AIR CONDITIONER (AC) IN SURABAYA

This study aims to know and analyze the effect of country of origin image on brand equity through the mediation of Brand associations, brand loyalty and brand awareness on LG Air Conditioners (AC) in Surabaya. The research was conducted on all kinds of LG Air Conditioners in Surabaya. This research using Structural Equation Modeling (SEM) with Lisrel 8.7 software. Data collected directly from respondents who meet the specified characteristics of the population by distributing questionnairies. The samples used in this study was 150 respondents.The result of this study showed the influence of brand association on brand equity, the influence of loyalty on brand equity, the influence of country of origin image on brand associations, country of origin image on brand loyalty, country of origin image on brand awareness, country of origin image on brand equity through the mediation of brand associations, country of origin image on brand equity through the mediation of brand loyalty, country of origin image on brand equity through the mediation of brand awareness, while the influence of brand awareness on brand equity and the influence of country of origin image direcly on brand equity are rejected