Measuring Dimension of Brand Equity in Tour and Travel in Bandung, Indonesia

Iwan Sidharta, Robbi Saepul Rahman, Imam Heryanto

Abstract

This study aims to measure the attributes that form the dimension of brand equity. Dimensions include brand awareness, perceived quality, brand association and brand image. The research method used exploratory survey method. The object of research conducted on tour and travel companies in Bandung with a sample of 100 people. This study uses Structural Equation Modeling Partial Least Square for analyzing the data. The results show that these dimensions are part of the brand equity. Thus it is necessary for the tour and travel companies to pay attention to all these dimensions so that the company's brand equity can be maintained and improved so as to increase customer loyalty

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