The article THE INFLUENCE OF BRAND IMAGE, PERCEIVED QUALITY, AND BRAND LOYALTY ON BRAND EQUITY OF BATA SHOE PRODUCTS IN PONOROGO

Anggi Wahyu Pratiwi, Sri Hartono, Wijianto

Abstract

In the midst of increasingly competitive market conditions, brand equity has become one of the key elements that can strengthen a product's position in the minds of consumers. Strong brand equity not only creates a positive perception but also enhances customer loyalty and differentiates the product from its competitors.This study  aims to examine the influence of Brand Image, Perceived Quality, and Brand Loyalty on Brand Equity of Bata shoes products in Ponorogo. The population consist of all Bata shoe users in Ponorogo. From this population. A sample of 100 respondents was chosen using the Simple Random Sampling method. The data collected was then processed using SPSS 26. The analysis produced the following results: (1) Brand Image significantly influences Brand Equity, with a t-value of 3.326 and a significance level of 0.001. (2) Perceived Quality also shows a significant influence on Brand Equity, with a t-value of 5.398  and a significance of 0.000. (3) Brand Loyalty, however, does not have a significant effect on Brand Equity, with a t-value of 1.591 and a significance of 0.116. (4) Simultaneously, the three variables significantly influence Brand Equity, with an F-value of 65.667  and a significance level of 0.000.

.Keywords      : Brand Image, Perceived Quality, Brand Loyalty, Brand Equity