PENGARUH BRAND EQUITY TERHADAP BRAND IMAGE DENGAN BRAND DILUTION SEBAGAI MODERASI (Studi Pada Pelanggan Skincare Skintific)

This study aims to analyze the role of brand equity dimensions, which include brand awareness, brand association, brand loyalty, and perceived quality, in shaping overall brand equity, as well as to examine the influence of brand equity on brand image with brand dilution as a moderating variable. The study was conducted on consumers of Skintific skincare products who had made purchases at Sociolla Store Malang Olympic Garden, with a total of 250 respondents selected using accidental sampling. The data analysis method employed was Structural Equation Modeling-Partial Least Square (SEM-PLS). The results indicate that all dimensions of brand equity have a positive and significant influence on brand equity, and brand equity significantly affects brand image. However, brand dilution is not proven to significantly moderate the relationship between brand equity and brand image. These findings offer theoretical and practical contributions, particularly in strengthening brand strategies and managing brand dilution risks in the competitive skincare industry.