期刊名称：Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship)
印刷版ISSN：1411-1438
出版年度：2015
卷号：17
期号：2
页码：155-164
DOI：10.9744/jmk.17.2.155-164
语种：English
出版社：Institute of Research and Community Outreach - Petra Christian University
摘要：Measuring brand equity becomes an important part in the organization, especially college . By measuring the brand equity, the college would be more understanding about its brand awareness, brand association, perceived quality, and brand loyalty . The Research problem s we re: (1) How were the student s’ perception about STIE Surakarta brand awareness?(2) How were the effect s of brand association and perceived quality on brand loyalty. The sample s of this research we re 120 students of STIE Surakarta. The analysis used description and Structural Equation Modeling (SEM). The results showed that (1) the brand of STIE Surakarta occupie d 3rd position in the minds of consumers; (2) Brand association had positive but insignificant effect on loyalty and perceived quality had positive and significant effect on brand loyalty .
