STRUCTURAL EQUATION MODELLING (SEM) DALAM MEMBANGUN BRAND EQUITY UNIVERSITAS BINA DARMA

Wiwin Agustian, Wiwin (2022) STRUCTURAL EQUATION MODELLING (SEM) DALAM MEMBANGUN BRAND EQUITY UNIVERSITAS BINA DARMA. STRUCTURAL EQUATION MODELLING (SEM) DALAM MEMBANGUN BRAND EQUITY UNIVERSITAS BINA DARMA.

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Abstract

This study purposes a brand equity at Bina Darma University from their student prespective and it uses structural equation model to analyze the model’s appropriateness. This study proceeds with random sampling along with face-to-face questionnaire to the 103 student as a sample. Brand equity employed with 5 indicators, there are brand awareness, perceived quality, brand loyalty, brand reliabilityand brand feeling. Descriptive statistics shows respondents highly agree with the BDU brand equity. But from the result it is shows that there is room from continous improvement especially on curriculum improvement. Moreover, the proposed model displays the rigorous and robust method of SEM and the statistically significant level of the model fits into the likert scales (from GFI and CFI). It reveals that management should focus on brand equity that will reflect BDU performance.

Item Type:	Article
Subjects:	L Education > L Education (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Education
Depositing User:	Mr Edi Surya Negara
Date Deposited:	16 Jun 2022 15:51
Last Modified:	16 Jun 2022 15:51
URI:	http://eprints.binadarma.ac.id/id/eprint/11593

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