Research Article
Analysis Of Brand Equity Toward Consumer Attitudes In Ija Kroeng Products In Banda Aceh
@INPROCEEDINGS{10.4108/eai.17-10-2018.2294211, author={Rahmi Rahmi and Nelly Nelly}, title={Analysis Of Brand Equity Toward Consumer Attitudes In Ija Kroeng Products In Banda Aceh }, proceedings={Proceedings of the 3rd International Conference on Economic and Social Science, ICON-ESS, 17--18 October 2018, Banda Aceh, Indonesia}, publisher={EAI}, proceedings_a={ICON-ESS}, year={2020}, month={4}, keywords={brand equity consumer attitudes}, doi={10.4108/eai.17-10-2018.2294211} }- Rahmi Rahmi
Nelly Nelly
Year: 2020
Analysis Of Brand Equity Toward Consumer Attitudes In Ija Kroeng Products In Banda Aceh
ICON-ESS
EAI
DOI: 10.4108/eai.17-10-2018.2294211
Abstract
The attitude of consumers is to learn the tendency of consumers to evaluate the brand both that is consistently liked or disliked. Brand equity is the value of a brand, depend the extent to which the brand has high loyalty, the quality that is accepted by consumers and able to add more value to consumers. One of the factors that influences brand equity is the attitude of consumers towards a brand. This study was aimed to analyse brand equity toward consumer attitudes in Ija Kroeng products in Banda Aceh. The sample of this study was 100 respondents. The data used in this study was quantitative data. The type of data used was primary data and secondary data. The data used in this study was quantitative data and using convenience sampling technique. The results showed that brand equity had a significant effect on consumer attitudes in Ija Kroeng products in Banda Aceh, it was proven by brand equity as factors that influence the attitude of consumers. While partially brand equity have a significant effect on consumer attitudes in Ija Kroeng products in Banda Aceh, with the value of tcount>ttable (2,051> 1,984).