ABSTRACT: Intention this research is to test dimension of equity merk have an effect toenthusiasm buy at Guest House Kertanegara Malang and to test merk equityinfluence to enthusiasm buy at Guest House. Population in this research are guestusing service of Guest House Kertanegara, by using technique of conveniencepurposive sampling. Sample size 100 respondents. Technique analysis is linearregression analysis by using test of regression doubled linear. The result ofresearch show that linear regression analysis is positive relationshio between thebrand equity and enthusiasm., test t test and f test, indicating that merk equity have influence of significant to enthusiasm buy. Between awareness brand, merk association, perception of quality, dimension merk and loyality owning mostinfluence significan is awareness of brand, merk association, perception of quality of, and merk loyality.
Keyword: Awareness of brand, merk association, perception of[is quality of, and merk loyalitas, enthusiasm buy
Penulis: Ervan Ade Wardani
Kode Jurnal: jpmanajemendd151587
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