Deskripsi :
Congruence with this issue, the research have two objectives, the first objective is understanding consumer mind through brand equity in purchasing a product and willingness to pay premium price. The second is how the strategy should be done by a newcomer to the juice category. Based on sample of 330 consumers, Structural Equation Modeling is used to test hypotheses. The research shows that brand loyalty of juice is the most important dimension to build brand equity. In addition, a positive significant effect is found for brand awareness and association. Meanwhile, weak support is found for the perceived quality dimensions.Empirical support to the effect of juice�s brand equity impacts on the consumers� purchase intention and willingness to pay premium price. This research brings relevant implication to the manager of juice production that should consider the relative importance of brand equity dimensions in their overall brand equity evaluationsin creating the consumers� purchase intention and willingness to pay premium price. Keywords: Brand Equity, Purchase Intention, Willingness Premium Price.
Universitas Esa Unggul
Penulis :
- Ariesta Bougenvile
- Endang Ruswanti
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