MEMAHAMI EKUITAS MEREK PERGURUAN TINGGI: PENELITIAN EMPIRIS PADA STIE SURAKARTA, JAWA TENGAH, INDONESIA

Authors

  • Elia Ardyan Program Studi Manajemen STIE Surakarta Jalan Slamet Riyadi Makamhaji No. 435–436, Sukoharjo 57141, Jawa Tengah
  • Wisnu Sancoyo Program Studi Manajemen STIE Surakarta Jalan Slamet Riyadi Makamhaji No. 435–436, Sukoharjo 57141, Jawa Tengah
  • Oky Tira Ayuda Program Studi Manajemen STIE Surakarta Jalan Slamet Riyadi Makamhaji No. 435–436, Sukoharjo 57141, Jawa Tengah
  • Deni Setiadi Program Studi Manajemen STIE Surakarta Jalan Slamet Riyadi Makamhaji No. 435–436, Sukoharjo 57141, Jawa Tengah
  • Fenti Winda Sari Program Studi Manajemen STIE Surakarta Jalan Slamet Riyadi Makamhaji No. 435–436, Sukoharjo 57141, Jawa Tengah
  • Atika Ayu Ismawati Program Studi Manajemen STIE Surakarta Jalan Slamet Riyadi Makamhaji No. 435–436, Sukoharjo 57141, Jawa Tengah
  • Novita Yuniarti Program Studi Manajemen STIE Surakarta Jalan Slamet Riyadi Makamhaji No. 435–436, Sukoharjo 57141, Jawa Tengah
  • Hafiz Kurniawan Program Studi Manajemen STIE Surakarta Jalan Slamet Riyadi Makamhaji No. 435–436, Sukoharjo 57141, Jawa Tengah
  • Winata . Program Studi Manajemen STIE Surakarta Jalan Slamet Riyadi Makamhaji No. 435–436, Sukoharjo 57141, Jawa Tengah

:

https://doi.org/10.9744/jmk.17.2.155-164

Keywords:

Brand equity, brand awareness, brand association, perceived quality, brand loyalty

Abstract

Measuring brand equity becomes an important part in the organization, espe­ci­al­ly college. By mea­suring the brand equity, the college would be more understanding about its brand awareness, brand asso­ciation, perceived quality, and brand loyalty. The Research problems were: (1) How were the students’ per­ception about STIE Surakarta brand awareness?(2) How were the effects of brand association and perceived quality on brand loyalty. The samples of this research were 120 students of STIE Surakarta. The analysis used description and Structural Equation Modeling (SEM). The results showed that (1) the brand of STIE Surakarta occupied 3rd position in the minds of consumers; (2) Brand association had positive but in­sig­ni­ficant effect on loyalty and perceived quality had positive and significant effect on brand loyalty.

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Published

2015-10-01

How to Cite

Ardyan, E., Sancoyo, W., Ayuda, O. T., Setiadi, D., Sari, F. W., Ismawati, A. A., Yuniarti, N., Kurniawan, H., & ., W. (2015). MEMAHAMI EKUITAS MEREK PERGURUAN TINGGI: PENELITIAN EMPIRIS PADA STIE SURAKARTA, JAWA TENGAH, INDONESIA. Jurnal Manajemen Dan Kewirausahaan, 17(2), 155-164. https://doi.org/10.9744/jmk.17.2.155-164

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Vol. 17 No. 2 (2015): SEPTEMBER 2015

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