Study of Brand Equity in Terms of the Role of Integrated Marketing Communication, Perceived Quality, and Brand Awareness

Devi, Febrimelia
Nuvriasari, Audita

East Asian Journal of Multidisciplinary Research (EAJMR)
Vol. 3 No. 7 (2024): July 2024

The aim of this research is to examine the impact of integrated marketing communications, perceived quality, and brand awareness on Scarlett skincare brand equity. This study includes a sample of 100 respondents who used Scarlett skincare. The sampling technique was determined by purposive sampling.  Data collection in this study was done using survey method, with a questionnaire as the research instrument. The data analysis was performed using multiple linear regression. This research produces that Integrated Marketing Communication, Perceived Quality and Brand awareness has a positive and significant impact on Scarlett skincare brand equity.