Unsur-Unsur Bauran Pemasaran sebagai Prediktor Ekuitas Merek pada Produk Sepatu di Mall Sumarecon Tangerang

The objective of this research is to find out the relationships of marketing mix elements to thecreation of brand equity. The marketing mix elements, such as: price, store image, distribution intensity,high advertaising and frequent price promotions, Based on 200 respondent responses to the store brandsAdidas in Sumarecon Mall Tangerang. Single and multiple regression using by SPSS version 16 are needto test the hypothesis. By parsial regression,the result obtained revealed that the price, store image, price promotion were significant, but only distribution intensity and high advertising was not significan. By Simultan regression all the variables were significan, its means marketing elements are related to the dimensions of brand equity, that is perceived quality, brand loyalty, and brand associations combined with brand awareness Adidas shoes in Sumarecon Mall Tangerang. The result of this research is needed to obtain from the particular related marketer because in general, customers require a condusive and good marketing mix elemens, that can effect their brand equity to the retail store