PENGARUH BRAND IDENTITY TERHADAP BRAND EQUITY STUDY PELANGGAN PRODUK SEPATU DONATELLO DI KOTA MALANG

This study aims to examine the influence of Brand Identity on Brand Equity in customer studies of Donatello shoe product in Malang City. This study uses a quantitative approach with the Structural Equation Modeling (SEM) analysis method based on Partial Least Square (PLS) through SmartPLS software. Data were obtained from 246 respondents who were House of Donatello customers in Malang City who have purchased or were currently making purchases. The results of the study indicate that dimensions of physique, personality, culture, relationship, reflection, and self-image were able to form brand identity. The dimensions of brand awareness, perceived quality, brand association, brand loyalty were able to form brand equity. Brand identity has a positive and significant effect on brand equity.