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Putri Dwi Cahyani, Putri Dwi
Program Studi Manajemen Fakultas Ekonomi, Universitas Muhammadiyah Purwokerto, JL. Raya Dukuhwaluh, PO BOX 202 Purwokerto 53182 Telp. (0281) 636751 ex 130
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Journal : International Journal of Economics Development Research (IJEDR)

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Brand Equity as an Economic Asset in Shaping Consumer Loyalty and Purchase Intentions for Erigo Products Rabbani, Muhammad Zikry; Cahyani, Putri Dwi; Ningrum, Nonik Kusuma
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 2 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i2.7380

Abstract

This study examines the influence of Brand Awareness, Brand Image, and Brand Equity on Consumers’ Purchase Intention in the context of Erigo products. Conducted in Yogyakarta, the research involved a sample of 126 Erigo product users who had made at least one purchase. Respondents were selected based on a minimum age criterion of 17 years and prior purchasing experience with Erigo. Data were processed using SPSS to analyze the relationships between the studied variables. The findings indicate that Brand Awareness, Brand Image, and Brand Equity each have a significant positive impact on Consumers’ Purchase Intention, demonstrating the crucial role of branding in influencing consumer purchasing decisions.
Co-Authors Abdi Abdi, Abdi Abdul Kadir Agus Dwi Cahya Ambar Lukitaningsih Amin, Ahmad Muslich Ardianti, Pipit Arief Prasetyo Azizah, Rizka Nur Barus, Hendra Budianto Budi Setiawan Cendana Alam , Sevilla Sapta Aprelia Chalid, Lukman Cnosta, Cella Elyas Djufri Fantikasari , Monika Dwi Fatma, Tyas Frega Feri, Enggar Enriko Fitriyani , Anisa Henny Welsa Hutami, Luisa Tria Hatmanti Hutami, Lusia Tria Hatmanti IBN Udayana, IBN Ida Bagus Nyoman Udayana Jatiningsih, Alfiani Jayanti, Dinda Dwi kusuma, nala tri Latifuddin, Muhammad Irfan Lisnaini, Ratna Maharani, Bernadetta Diansepti Muinah Fadhilah, Muinah Nada, Alliskha Qotrun Nikita, Nikita Eka Silviana Nonik Kusuma Ningrum Nur, Annisa Nurchasanah, Devi Nurrohmah, Mutiah Pramudya, Ferry Agsta Pratama, Alfian Pratika, Niken Lifi Pratiwi, Selly Anjar Pujiyani, Rohmah Purnama, Candra Kiki Putra, Oky Suma Rabbani, Muhammad Zikry Rabiman, Rabiman Razak, Sitti Rahmi Restu Frida Utami Rochmad Novian Inderanata Sadewa, Alex Fitrianta Saputra, Aldo Hernanda Setiani, Diva Riska Siti Nurjannah Sodik, Muhammat Fajar Utiyawa, Feba Carolla Orchida Verawati Verawati Yudha Pradana, Reza