This study aims to determine whether the ads, and family’s effect in the form
of brand awareness and brand association, and how the advertising, price promotions,
and family influence in shaping the perception of quality. Brand awareness, brand
associations, and perceived quality will also be tested the significant effect directly
and indirectly the brand equity through brand loyalty. This research was conducted in
the DIY where respondents are students.
This study uses a quantitative method by distributing questionnaires to 200
respondents. Data retrieval technique using purposive sampling. Data processing
techniques using simple linear regression and multiple linear regression.
The results of this study indicate that advertising and family has significant
effects positively on brand awareness, but only a significant effect of family on brand
association. Advertisements, family, and the price also proved significant effect on
the perception of quality. Brand awareness, brand associations, and perceived quality
have a significant effect directly or indirectly on brand equity through brand loyalty.