TY  - JOUR
T1  - Measuring Brand Equity: A Perspective from Giant Hypermarket
Customers in Malang City Indonesia
AU - , Mahmud AU - Astuti, Widji AU - Darsono, Junianto Tjahjo 
JO  - Journal of Engineering and Applied Sciences
VL  - 15
IS  - 4
SP  - 976
EP  - 981
PY  - 2020
DA  - 2001/08/19
SN  - 1816-949x
DO  - jeasci.2020.976.981
UR  - https://makhillpublications.co/view-article.php?doi=jeasci.2020.976.981
KW  - Brand awareness
KW  -brand associations
KW  -brand trust
KW  -brand loyalty
KW  -brand equity
KW  -influence
AB  - The purpose of this research is to analyze brand loyalty in mediating the influence of brand
awareness, brand associations and brand trust on brand equity. The population of this research is consumers
who shop at the Giant hypermarket with a sample of 190 respondents. The data analysis in this research uses
structural equation modeling. The results show that brand awareness, brand associations and brand trust
influence brand equity and brand loyalty to be able to influence the influence of brand awareness, brand
associations and brand trust on brand equity. In order to increase brand loyalty which ultimately provides brand
equity, Giant management must provide strategies to create awareness, associations and trust of Giant brands.
ER  -