BibTex Citation Data :
@article{DJM33951, author = {Dhafiyah Putri Arini and Farida Indriani}, title = {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)}, journal = {Diponegoro Journal of Management}, volume = {11}, number = {2}, year = {2022}, keywords = {Keywords: Brand concept, Brand awareness, brand association, Quality perception, Purchase intention.}, abstract = { ABSTRACT The phenomenon that arises in this study is that there is a problem at the House o f Smith that income has decreased since the pandemic so that sales have decreased in 2020 and 2021. This co ndition is inversely proportional to the condition of fashion in the city of Semarang where the fashion sector has increased, especially with the exi stence of Semarang Fashion. The 2020 Convention which encourages the fashion sector to become one of the dr ivers of the economy in Semarang during the Covid - 19 pandemic. House of Smith relies on the brand strength of House of Smith itself as a premium loca l brand to be able to compete with its competitors who sell brands from outside, but consumers say that cur rently their friends prefer to buy clothes with well - known brands. This study aims to determine how to increase consumer buyi ng interest in the House of 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, Se marang. The data collect ion method in this study used a questionnaire with Google Form. The data analysis method uses structural eq uation modeling . Brand concept has no effect on brand equity. Brand awareness, brand association and perceived quality have a positive effect on bran d equity. Brand equity has a positive effect on buying interest . }, issn = {2337-3792}, url = {https://ejournal3.undip.ac.id/index.php/djom/article/view/33951} }
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