Abstract:The purpose of this study is to find out what dimensions in brand equity are the most contributing to the formation of brand equity of ready-to-drink coffee drinks. The survey method was conducted using a questionnaire to 230 respondents using the Proportionate Stratified Random Sampling technique. The analytical tool used in this study is Structural Equation Modeling (SEM), with Brand Awareness and Brand Association as an independent variable and Perceived Quality and Brand Loyalty as the dependent variable. … Show more
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