ANALYSIS ON BRAND EQUITY OF RJV COLD-PRESSED JUICE

This study aims to analyze brand equity of the RJV cold-pressed juice according to the consumer?s perspective through marketing efforts that have been made by the company. The sample collection of the study was carried out using convenience sampling technique. The number of respondents of the study was 250 respondents which were obtained based on the rule of thumb. The independent variables include product, price, outlet and promotion. In addition, the dependent variables include brand equity and brand equity dimensions which consist of brand awareness and association, percieved quality, and brand loyalty. The data processing and analysis techniques of this study apply quantitative descriptive analysis. It used SEM analysis tools with the help of LISREL 8.8 software. The findings showed that product and promotion have positive and significant effect on brand awareness and association. Product, outlet and promotion have positive and significant effect on the percieved quality. Product and price have positive and significant effect on brand loyalty. In addition, there is a positive effect on all dimensions of brand equity towards brand equity; however, only the Percieved quality and brand loyalty that have significant effect. These findings indicated that marketing efforts made by the company will increase and strengthen brand equity in the consumer?s perspective.