PENGARUH BRAND EQUITY TERHADAP BRAND IMAGE (Studi pada Pelanggan Smartphone di Outlet Samsung Mall Olympic Garden Kota Malang)

This study aims to analyze brand association, brand awareness, brand loyalty, and perception quality in shaping brand equity, as well as to examine the influence of brand equity on brand image, specifically among Samsung smartphone users in Malang City. The brand equity variables examined include brand association, brand awareness, brand loyalty, and perception quality. This research employed a quantitative approach with a total of 246 respondents who were at the Samsung outlet in Mall Olympic Garden (MOG) Malang. Data were collected through questionnaires and analized using the Structural equation Modeling – Partial Least Squares (SEM-PLS) method. The results show that each dimension significant influence on brand image. These findings highlight the importance of building strong brand equity to enchance brand image in the competitive smartphone market.