JAB (Jurnal Akuntansi dan Bisnis)
Vol 9, No 1 (2023): Edisi Juni 2023

THE EFFECT OF BRAND AWARENESS AND QUALITY PERCEPTIONS ON BRAND EQUITY OF KOFFIE MINOR SEMARANG

Nugroho, Jati (Unknown)
Supaya, Sandi (Unknown)
Ramadany, Rania Putri (Unknown)

Article Info

Publish Date
16 Sep 2023

Abstract

This study aims to determine the effect of brand awareness and perceived quality on the brand equity of Koffie Minor Semarang. The research sample was 60 respondents who were selected using purposive sampling technique. Primary data collection using interviews and questionnaires, as well as literature study for secondary data. Instrument testing is done by testing the validity and reliability. Regression analysis used is multiple regression analysis consisting of t test, F test and coefficient of determination. The results of the coefficient (R2) show 0.773 this means that brand awareness and perceived quality have an effect of 73.3% on brand equity, while the remaining 26.7% is influenced by other variables not discussed in this study. Partially,

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Journal Info
JAB (Jurnal Akuntansi dan Bisnis)
Website

Abbrev

JAB

Publisher

UNIVERSITAS YPPI REMBANG

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Akuntansi dan Bisnis (JAB) berISSN : 2502-3497 terbit awal pada Desember 2015. JAB merupakan terbitan berkala ilmiah yang diterbitkan oleh Program studi Akuntansi Sekolah Tinggi Ilmu Ekonomi YPPI Rembang. Penerbitan JAB dimaksudkan sebagai media penuangan karya ilmiah baik berupa kajian ...