ANALISIS BRAND EQUITY PRODUK PEMBALUT WANITA Dl WILAYAH DKI JAKARTA

This study explores the relationships between selected marketing mix elements and the creation of brand equity. This study explores how these marketing actions increase or decrease brand equity. This study applies a conceptual framework of brand equity in which marketing elements are related to the dimensions of brand equity, that is perceived quality, brand loyalty, brand associations, and brand awareness. These dimensions are then related to brand equity. The data is collected from 200 females living in Jakarta. The empirical test using a structural equation model support several research hypotheses ie: price, distribution intensity, and advertising frequency are related positively to brand equity, but it doesn't support hypotheses which represent that frequent cut price is related positively to brand equity. This study found that perceived quality is a part of brand associations so a new model is developed with modification the previous model in which brand associations is combined with perceived quality. The new model is better than previous one. The empirical test support that price, distribution intensity, and advertising frequency are related positively to brand equity, but it doesn't support hypotheses which represent that frequent cut price is related positively to brand equity