<![CDATA[The purpose of this study is to find out what dimensions in brand equity are the most contributing to the formation of brand equity of ready-to-drink coffee drinks. The survey method was conducted using a questionnaire to 230 respondents using the Proportionate Stratified Random Sampling technique. The analytical tool used in this study is Structural Equation Modeling (SEM), with Brand Awareness and Brand Association as an independent variable and Perceived Quality and Brand Loyalty as the dependent variable. The results of this study indicate that the dimensions of Perceived Quality most contribute to the formation of ready-to-drink coffee brand equity, with a significant and large influence from the dimensions of the Brand Association. Brand Awareness also has an influence on the Perceived Quality, although in this study the effect is not as big as the Brand Association.Keywords:Brand Equity;Ready to drink Coffee; Structural Equation Modelling (SEM).Tujuan dari penelitian ini adalah untuk mengetahui dimensi apa dalam ekuitas merek yang paling berkontribusi dalam pembentukan ekuitas merek minuman kopi siap saji.Metode survei dilakukan dengan menggunakan kuesioner kepada 230 responden dengan menggunakan teknik Proportionate Stratified Random Sampling. Alat analisis yang digunakan dalam penelitian ini adalah Structural Equation Modelling(SEM), dengan Brand Awarenessdan Brand Associationsebagai variabel independen serta Perceived Qualitydan Brand Loyaltysebagai variabel dependen. Hasil penelitian ini menunjukkan bahwa dimensi Perceived Qualitypaling berkontribusi dalam pembentukan ekuitas merek minuman kopi siap saji, dengan mendapat pengaruh yang signifikan dan besar dari dimensi Brand Association.Brand Awarenessjuga memberikan pengaruh terhadap Perceived Quality, meskipun dalam penelitian ini pengaruhnya tidak sebesar Brand Association. Kata Kunci: Ekuitas merek; Minuman kopi siap saji; Structural Equation Modelling(SEM).]]>
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