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Journal : jurnal emt kita

Pengaruh Strategi Merek, Identitas Visual, dan Riset Pasar terhadap Ekuitas Merek melalui Persepsi Konsumen pada PT Solusi Teknologi Aplikasi Yasha di Jakarta Selatan Akil, Rendy Elriza; Zaharuddin, Zaharuddin; Kusuma, Sitta
Jurnal EMT KITA Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i3.6312

Abstract

This study aims to determine and analyze the influence of Brand Strategy, Visual Identity, and Market Research on Brand Equity through Consumer Perception at PT Yasha Application Technology Solutions in South Jakarta. This study uses a quantitative approach. The research population is 100 consumers of PT Yasha Application Technology Solutions in South Jakarta. The sampling technique used is Simple Random Sampling, so the sample used in this study is 100 respondents. The data collection techniques used in this study are distributing questionnaires and observation. The analysis technique used in this study is the SPSS version 20 program. The results of the study indicate that there is no significant influence between the Visual Identity Brand Strategy variable (X1) on Consumer Perception (M) at PT Yasha Application Technology Solutions in South Jakarta. There is a significant influence between the Market Research variable (X2) on Consumer Perception (M) at PT Yasha Application Technology Solutions in South Jakarta. There is a significant influence between the Consumer Perception variable (M) on Brand Equity (Y) at PT Yasha Application Technology Solutions in South Jakarta. This shows that Brand Strategy, Visual Identity (X1), Market Research (X2), and Consumer Perception (M) simultaneously have a significant influence on Brand Equity (Y).
Co-Authors Abda Abda Abdurahman . Adiputra, I Gede Afifah, Sarah Agung KJ, I Dewa Gede Agung KJ Agustin, Silvi Ainisyifa, Rina Akil, Rendy Elriza Ali, Helmiyati Abdullah Amalia, Ayu Nurul Aulia Putri Auliya, Nabilla Nur Azis, Fauzan Budianto, Irawan R.d Budiono, Anshori Bustomi , Rizki Cahyadi, R. Yunus Darbeni, Deru Despiana, Dwi Efan Yudha Winata Eko Mawardi, Dwi Elnardy, Mohammad Caesario Fakhriya, Siti Dini Freddy, Sitta Kusuma Hadi Purnomo Halwati, Halwati Hanif Hanif Hermanto, Bayu Hikam, Ihsan Nuril Iredho Fani Reza Iskandar, Rhoma Jamal Hanaffy Juliharta, I Dewa Gede Agung Kurnia Junaedi, Dudun Junaedi, Dudun Junaedi Kemal Taufiq Kiki Cahaya Setiawan, Kiki Cahaya Krisna Rendi Awalludin Kusuma, Sitta Kusumah, Ismail Kusumasari Kartika Hima Darmayanti Labiba, Salsabil Inas Laras, Laras Lestari, Septi Intan Lukmawati Lukmawati, Lukmawati Mardhiko, Arief Meyrinda, Jesyia Millah, Fahmi Syaeful Muchsin Muchsin Muhamad Agung Dharmajaya Muhammad Fadhli Ningtyas, Zahra Puspita Nofriandi, Nofriandi Nur Auliya, Nabilla Nur Manah, Siti Nurdin Nurdin Nurmalita Sari, Hermina Pratikno, Yuni Prihono, Ekak Puri Swastika Gusti Krisna Dewi Purwanto Purwanto Purwoko, Donny Putra, Alamsyah Putri, Chientya Annisa Rahman Qurotul Aini Rahayu, Yuni Puji Rahmadana, Revano Alfa Ramadhan, Andhito Rista, Nadia Rita Rita Rizki Amaliyah Ruri Fitriyani Rusika, Diah Cahyaning Safariningsih, Ratna Tri Hari Sahim, Aswin Naldi Salam, Mochamad Darda Darus Salsabella Putri, Moza Thania Saputra, Muhammad Oktarico Sari, Jessica Permata Sembada, Gada Sembiring, Rinawati Setyowati, Retno dwi Slamet Riyanto, Agus Sri Wahyuni Suhardi Suhardi Sukemi, Ryna Setyaningsih Sumardi . SUMIYATI SUMIYATI Supriyadi Supriyadi Sutarman, Asep Taufik , Kemal Tuti Herawati Wahyuni, Putri Diana Wahyuningsih, Indriani Wardana, Heri Widiyasmoro, Adi Widiyastuti, Ari Widyasmoro, Adi Yamang, Syahrul Mubarak Yasin, Muhamad Yuliana Yuliana