The research objective is to investigate the influence of perceived quality on brand
loyalty of Anggur Merah Orang Tua. Investigate the influence of brand awareness
on brand loyalty of Anggur Merah Orang Tua. Investigate the influence of brand
loyalty on brand equity of Anggur Merah Orang Tua. Investigate the influence of
perceived quality on brand equity of Anggur Merah Orang Tua with brand loyalty
as mediation variable. Investigate the influence of brand awareness on brand equity
of Anggur Merah Orang Tua with brand loyalty as mediation variable. Research
method, this research is a quantitative research. The population in this study is the
entire community in Yogyakarta. The sample is 11o respondents. Data collection
techniques using a questionnaire instrument with a Likert scale. The analysis
technique uses Path Analysis, t-test, R². The results showed that: Perceived Quality
has a positive and significant effect on brand loyalty for Anggur Merah products in
Yogyakarta. Brand awareness has a positive and significant effect on brand loyalty
for Anggur Merah products in Yogyakarta. Perceived Quality has a positive and
significant effect on brand equity for Anggur Merah products in Yogyakarta. Brand
awareness has a positive and significant effect on brand equity for Anggur Merah
products in Yogyakarta. Brand loyalty has a positive and significant effect on the
brand equity of Anggur Merah products in Yogyakarta. Perceived Quality has a
positive and significant effect on brand equity through the brand loyalty of Anggur
Merah products in Yogyakarta. Brand Awareness has a positive and significant
effect on brand equity through the brand loyalty of Anggur Merah products in
Yogyakarta. Perceived Quality has a positive and significant effect on brand loyalty
for Anggur Merah products in Yogyakarta. Brand awareness has a positive and
significant effect on brand loyalty for Anggur Merah products in Yogyakarta.
Perceived Quality has a positive and significant effect on brand equity for Anggur
Merah products in Yogyakarta. Brand awareness has a positive and significant
effect on brand equity for Anggur Merah products in Yogyakarta. Brand loyalty has
a positive and significant effect on the brand equity of Anggur Merah products in
Yogyakarta. Perceived Quality has a positive and significant effect on brand equity
through the brand loyalty of Anggur Merah products in Yogyakarta. Brand
Awareness has a positive and significant effect on brand equity through the brand
loyalty of Anggur Merah products in Yogyakarta. Perceived Quality has a positive
and significant effect on brand loyalty for Anggur Merah products in Yogyakarta.
Brand awareness has a positive and significant effect on brand loyalty for Anggur
Merah products in Yogyakarta. Perceived Quality has a positive and significant
effect on brand equity for Anggur Merah products in Yogyakarta. Brand awareness
has a positive and significant effect on brand equity for Anggur Merah products in
Yogyakarta. Brand loyalty has a positive and significant effect on the brand equity
of Anggur Merah products in Yogyakarta. Perceived Quality has a positive and
significant effect on brand equity through the brand loyalty of Anggur Merah
products in Yogyakarta. Brand Awareness has a positive and significant effect on
brand equity through the brand loyalty of Anggur Merah products in Yogyakarta.