The role of brand equity in increasing buying interest
This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of d...
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| Format: | Article |
| Language: | English |
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Growing Science
2021-01-01
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| Series: | Management Science Letters |
| Online Access: | http://www.growingscience.com/msl/Vol11/msl_2021_49.pdf |
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Article |
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doaj-eea2ca6f206c4d1dbaa05707ff6bebe42021-03-27T10:43:00ZengGrowing ScienceManagement Science Letters1923-93351923-93432021-01-011999201010.5267/j.msl.2021.3.009The role of brand equity in increasing buying interestSugiyarti, GitaMardiyono, Aris This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.http://www.growingscience.com/msl/Vol11/msl_2021_49.pdf |
| collection |
DOAJ |
| language |
English |
| format |
Article |
| sources |
DOAJ |
| author |
Sugiyarti, Gita Mardiyono, Aris |
| spellingShingle |
Sugiyarti, Gita Mardiyono, Aris The role of brand equity in increasing buying interest Management Science Letters |
| author_facet |
Sugiyarti, Gita Mardiyono, Aris |
| author_sort |
Sugiyarti, Gita |
| title |
The role of brand equity in increasing buying interest |
| title_short |
The role of brand equity in increasing buying interest |
| title_full |
The role of brand equity in increasing buying interest |
| title_fullStr |
The role of brand equity in increasing buying interest |
| title_full_unstemmed |
The role of brand equity in increasing buying interest |
| title_sort |
role of brand equity in increasing buying interest |
| publisher |
Growing Science |
| series |
Management Science Letters |
| issn |
1923-9335 1923-9343 |
| publishDate |
2021-01-01 |
| description |
This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest. |
| url |
http://www.growingscience.com/msl/Vol11/msl_2021_49.pdf |
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