Enhancing Brand Equity : The Role of Brand Association, Image, Awareness, and Loyalty through Perceived Quality

Abstract

Brand Association, Brand Image, Brand Awareness, and Brand Loyalty play an important role in shaping brand equity through perceived quality at Lintasarta, because each of these elements contributes directly to how consumers experience and assess the quality of the products or services offered. This study aims to analyze the relationship between these elements and Lintasarta's brand equity, with perceived quality as a mediator. The research method used is an online survey that collects information from Lintasarta customers through a probability sampling approach with 100 respondents. Data were collected from users of Lintasarta products or services. Regression analysis is used to test the relationship between independent variables (Brand Association, Brand Image, Brand Awareness, and Brand Loyalty), mediator variables (Perceived Quality), and dependent variables (Brand Equity). The results of the study indicate that Brand Association does not have a significant effect on Brand Equity, but Brand Image, Brand Awareness, and Brand Loyalty have a significant effect on Lintasarta's Brand Equity. Perceived quality also acts as a significant mediator in the relationship between these variables and Brand Equity. These findings emphasize the importance of effective management of factors influencing perceived quality to strengthen Lintasarta's brand equity in a competitive market. This study contributes to understanding the dynamics of brand equity in today's digital era and the relevance of marketing strategies implemented by IT companies such as Lintasarta.