EKUITAS MEREK BATIK BANGKALAN DAN RESEPSI MASYARAKAT MADURA
Abstract: The purpose of this
study was to analyze and describe brand equity of Batik Bangkalan and analyze
public reception of Madura batik, as well as to analyze and describe the
influence of brand equity Batik Bangkalan - Madura towards public reception in
Madura. This type of research was quantitative with an explanatory approach.
The population in this research was society of Bangkalan Madura. Samples were
taken from consumers who visit the center of batik gallery in Bangkalan -
Madura amount 100 respondents. The sampling technique used accidental sampling.
Technique of analyzing data used multiple linear regression analyzes to examine
a causal relationship between the causes variables namely brand equity (X)
towards the effect variable namely reception of Madura society (Y). Hypothesis
test results showed that simultaneously brand equity consists of brand
awareness, brand association, perceived quality and brand loyalty linear effect
on society reception. Partially, that significantly influence the public reception
was brand awareness while brand association, perceived quality and brand
loyalty has no significant effect. Variables that dominant influence on the
public reception was brand awareness.
Penulis: Raniawati Rachman
Kode Jurnal: jpkomunikasidd150614
