PENGARUH BRAND CONCEPT, BRAND AWARENESS, BRAND ASSOCIATION, DAN PERSEPSI KUALITAS TERHADAP BRAND EQUITY SERTA DAMPAKNYA TERHADAP MINAT BELI PRODUK DISTRO HOUSE OF SMITH SEMARANG. (Studi Pada Konsumen Distro House of Smith Semarang)

Abstract

ABSTRACT
The phenomenon that arises in this study is that there isa problem at the House of Smith
that income has decreased since the pandemic so that sales have decreased in 2020 and
2021. This condition is inversely proportional to the condition of fashion in the city of
Semarangwhere the fashionsector has increased,especiallywith the existence of
Semarang Fashion. The 2020 Convention which encourages the fashion sector to become
one of the drivers of the economy in Semarang during the Covid-19 pandemic. House of
Smith relies on the brand strength of House of Smithitself as a premium local brand to be
able to compete with its competitors who sell brands from outside, but consumers say that
currently their friends prefer to buy clothes with well-known brands. This study aims to
determine how to increase consumer buying interest in the Houseof Smith.The population
of this study were all consumers of the House of Smith distribution, Semarang. The
sampling technique used is convenience sampling. The samples taken were 221 consumers
of the House of Smith distribution, Semarang. The data collection method in this study
used a questionnairewith Google Form.The dataanalysis methoduses structural
equation modeling.Brand concept has no effect on brand equity. Brand awareness, brand
association and perceived quality have apositive effect on brand equity. Brand equity has
a positive effect on buying interest.