PENGARUH CITRA, KESADARAN, PERSEPSI KUALITAS, ASOSIASI MEREK, DAN LOYALITAS MEREK TERHADAP EKUITAS MEREK SELAI COKLAT DALAM KEMASAN “NUTELLA”

Abstract

The development of bread food products cannot be separated from the increasing consumption of chocolate jam. This research was conducted because chocolate jam is increasingly needed in the development of bread. This study aims to determine whether there is an impact of brand image, brand awareness, perceived quality, brand association, and brand loyalty on the brand equity of chocolate jam in Nutella packaging. This study was conducted in Medan, from March to April 2020. The data analysis method used was the multiple linear regression analysis method. This study can be concluded that (1) The results of multiple linear regression analysis of the variables of brand image, brand awareness, perceived quality, brand association, and brand loyalty have coefficient of 0.528 each; 0.353; 0.190; 0.001; and 0.080, which means that for each increase in brand image, brand awareness, perceived quality, brand association, and brand loyalty by 1% each, there will be an increase in Nutella chocolate jam brand equity by 0.528% respectively; 0.353%; 0.190%; 0.001%; and 0.080%. (2) The results of the index numbers for brand image, brand awareness, perceived quality, brand association, brand loyalty and brand equityGolong is high, because the three-box value of each variable is between 3.38-5.00.

 Keywords: Influence of brand image, brand awereness, perceptions of quality, brand association, and brand loyalty on brand equity of chocolate jam in Nutella packagging.