Factors Affecting Brand Equity in Batu Tourism City

DOI

10.2991/aebmr.k.210628.021How to use a DOI?

Keywords

brand awareness, band image, perceived brand quality, brand loyalty

Abstract

This study aims to determine the effect of Brand Awareness, Brand Image, Brand Loyalty, Perceived Brand Quality on Brand Equity in Batu Tourism City. The City of Batu has designated its area as an agropolitan tourism center in East Java. This study used qualitative research methods with data analysis in the form of SEM (Structural Equation Model) using SPSS 18.0 and AMOS 22.0 software. The sampling technique used was non-probability sampling, with a total sample of 200 respondents aged 17 years and over have visited tourist attractions in Batu city within the past year. The results of this study indicate that Brand Awareness, Brand Image, Brand Loyalty, and Perceived Brand Quality have a positive influence on Brand Equity in Batu Tourism City.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Muhammad Afif Nadhif
AU  - Fitri Novika Widjaja
AU  - Prita Ayu Kusumawardhany
PY  - 2021
DA  - 2021/06/29
TI  - Factors Affecting Brand Equity in Batu Tourism City
BT  - Proceedings of the 18th International Symposium on Management (INSYMA 2021)
PB  - Atlantis Press
SP  - 127
EP  - 133
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210628.021
DO  - 10.2991/aebmr.k.210628.021
ID  - Nadhif2021
ER  -