How Perception of Quality and Brand Awareness Influence Brand Equity in Motorcycle Manufacture in Indonesia with Brand Image as Intervening Variable

Abstract

The high demand for transportation equipment that continues to increase makes the automotive industry, especially Yamaha motorcycles, continue to grow rapidly and are in demand by consumers, so manufacturers are competing to attract as many consumers as possible. The aim of this research is to determine and analyze the role of perceived quality and brand awareness on brand image which has an impact on brand equity of PT. Yamaha Indonesia Motor Mfg using a quantitative descriptive approach. The data in the study were obtained from 175 respondents who are consumers of PT. Yamaha Motor Indonesia Mfg. Analysis of the data in this study using multiple linear regression and path analysis. The first stage in this research is to test the validity of each variable's questions along with their reliability. The second stage examines the relationship between variables, namely perceived quality, brand awareness, brand image and brand equity. The results of this study state that the perceived quality variable affects brand image, brand awareness affects brand image, perceived quality affects brand imagebrand equity, brand awareness affect brand equity and brand image affect brand equity PT. Yamaha Motor Indonesia Mfg.