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All Journal International Journal of Health, Economics, and Social Sciences (IJHESS)
Mega Purnama
Management Study Program, Faculty of Economics, Universitas Muhammadiyah Palu, Indonesia
Economics, Econometrics & Finance Public Health Social Sciences

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The Influence of Brand Equity of Wings Products on the Business Development of PT. Surya Setia Sejahtera during the Covid-19 Pandemic, Palu, Central Sulawesi Sarifuddin T; Mega Purnama
International Journal of Health, Economics, and Social Sciences (IJHESS) Vol. 5 No. 1: January 2023
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/ijhess.v5i1.3198

Abstract

This study aims to determine the effect of the Brand Equity of Wings products on the business development of PT. Surya Setia Sejahtera Palu, using an explanatory research approach, while the total sample is 50 consumers of Wings products, with data collection techniques using a questionnaire. The calculation results, using multiple linear regression model analysis, based on the results of the F test, show that the Brand Equity Wings product, which consists of variables Brand awareness, Perceived quality, Brand association, and Brand loyalty jointly (simultaneously) have a significant effect on the business development variable of PT. Surya Setia Prosperous Palu. The t-test calculations show that the Brand awareness variable partially does not substantially impact the business development variable of PT. Surya Setia Prosperous Palu. While the variables Perceived quality (X2), Brand association, and Brand loyalty partially have a significant influence on the Wings Product business development variable at PT. Surya Setia Prosperous Palu.
Co-Authors Sarifuddin T.