Analisis ekuitas merek jamu kunyit asam sidomuncul di kota Bogor

The purpose of this research is to analyze the correlation between three activities in marketing mix, which consist of: price, distribution and advertising, and brand equity through the role of three dimensions of brand equity: brand awareness, brand loyalty, and perceived quality. The research used structural equation modeling (SEM) and the software LISREL 8.54 for the data process. This study applies a conceptual framework of brand equity which is developed by Yoo, Donthu, and Lee (2000) which has been modified in such ways. The result of this research shows that price, distribution intensity, and advertising frequency positively influence brand equity but not directly. The three activities in mix marketing has an impact on brand loyalty and brand association. Distribution intensity has the greatest contribution towards dimensions of brand equity compared to other activities in mix marketing. Brand equity is positively correlated with brand association and brand loyalty. Brand loyalty has the greatest contribution towards brand equity compared to other dimensions of brand equity