THE EFFECT OF BRAND AWARENESS AND BRAND IMAGE TOWARD BRAND EQUITY UNIQLO (Study Case on Faculty of Economic and Business Universitas Hasanuddin Students)

RIFQI, AHMAD FIKRI (2021) THE EFFECT OF BRAND AWARENESS AND BRAND IMAGE TOWARD BRAND EQUITY UNIQLO (Study Case on Faculty of Economic and Business Universitas Hasanuddin Students). Skripsi thesis, Universitas Hasanuddin.

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Abstract (Abstrak)

This study aims to determine the effect of brand awareness and brand image on UNIQLO's brand equity. This research was conducted from April to June 2021 at the Faculty of Economics and Business, Universitas Hasanuddin. The population in this study were students of the Faculty of Economics and Business batch 2017-2019 with a sample of 100 respondents. Sampling using nonprobability sampling technique. Data collection by using a questionnaire. Hypothesis testing is done by using the Chi-Square Test and Wald Test. The results showed that brand awareness and brand image had an effect on UNIQLO's brand equity.

Keywords: Brand Awareness, Brand Image, Brand Equity

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Brand Awareness, Brand Image, Brand Equity
Subjects: H Social Sciences > HB Economic Theory
Divisions (Program Studi): Fakultas Ekonomi > Manajemen
Depositing User: Unnamed user with username stfathirahs
Date Deposited: 03 May 2024 07:38
Last Modified: 05 May 2024 23:48
URI: http://repository.unhas.ac.id:443/id/eprint/33956

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