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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)
Rully Arlan, Tjahyadi
Universitas Kristen Maranatha
Decision Sciences, Operations Research & Management

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ANALISA PENGARUH BRAND IMAGE DAN CORPORATE BRANDING TERHADAP CONSUMER CHOICE PADA UNIVERSITAS KRISTEN MARANATHA: BRAND EQUITY SEBAGAI VARIABEL MEDIASI ( STUDI PADA SISWA SISWI SMA KRISTEN KOTA BANDUNG) Allen Kristiawan; Kezia Kurniawaty; Rully Arlan, Tjahyadi; Steven Febriano
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 9 No 3 (2022): JMBI UNSRAT Volume 9 Nomor 3
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v9i3.44293

Abstract

ABSTRACT.  Brand Equity is an important factor in marketing development that affects marketing factors such as Consumers Choice. The purpose of this study is to investigate the role of Brand Image and Corporate Branding factors in Brand Equity and their impact when students make choices. This study adopted research variables and instruments from the journal "The Impact of Brand Image Corporate Branding on Consumer's Choice: The Role of Brand Equity "By Methaq AS (2016), who explained that corporate branding, brand image, and brand equity have an important role in their particular consumer choice in choosing tertiary institutions, among private high school students in the city of Bandung.   ABSTRAK.  Brand Equity merupakan faktor penting dalam pembangunan marketing yang mempengaruhi faktor-faktor marketing seperti Consumers Choice. Tujuan dari penelitian ini adalah untuk menyelidiki peranan faktor Brand Image dan Corporate Branding, dalam Brand Equity dan dampakya saat mahasiswa melakukan pilihan Penelitian ini mengadopsi variabel dan instrumen penelitian dari jurnal “The Impact of Brand Image Corporate Branding on Consumer’s Choice: The Role of Brand Equity” oleh Methaq A.S. (2016), yang memaparkan bahwa corporate branding, brand image, dan brand equity memiliki peran penting dalam consumer’s choice khusus nya dalam memilih perguruan tinggi, pada siswa siswi SMA Swasta di kota Bandung.
Co-Authors Allen Kristiawan Kezia Kurniawaty Steven Febriano