PENGARUH BRAND EQUITY PRODUK OLAHRAGA MILLS TERHADAP MINAT BELI KONSUMEN DI PASAR MALAYSIA
DOI:
https://doi.org/10.31539/vn2kw044Keywords:
Brand Equity, Brand Awareness, Brand Loyalty, Minat Beli, Pasar Malaysia.Abstract
Penelitian ini menganalisis pengaruh brand equity (brand awareness, brand association, perceived quality, brand loyalty) terhadap minat beli produk olahraga Mills di Malaysia. Pendekatan kuantitatif dengan survei terhadap 100 responden di Indonesia dan Malaysia yang mengetahui produk Mills. Analisis regresi linear bergandaSPSS 27 menunjukkan bahwa secara parsial, brand awareness (t=2,019; sig.0,046) dan brand loyalty(t=4,939; sig.0,000; β=0,425) berpengaruh signifikan, sementara brand association (t=1,822; sig.0,072) dan perceived quality (t=1,076; sig.0,285) tidak. Secarasimultan, keempat dimensi berpengaruh signifikan (F=13,959; sig.0,000; Adj R²=34,4%). Brand loyaltymenjadi dimensi paling dominan. Temuan ini menegaskanpentingnya loyalitas dan kesadaran merek sebagai prioritasstrategi ekspansi Mills di Malaysia.
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