STRUCTURAL EQUATION MODELING (SEM) DALAM MEMBANGUN EKUITAS MEREK (BRAND EQUITY) UNIVERSITAS BINA DARMA

Abstract

This study purposes a brand equity at Bina Darma University from their student perspective and it uses structural equation model to analyze the model’s appropriateness. This study proceeds with random sampling along with face-to-face questionnaire to the 103 student as a sample. Brand equity employed with 5 indicators, there are brand awareness, perceived quality, brand loyalty, brand reliability and brand feeling. Descriptive statistics shows respondents highly agree with the BDU brand equity. But from the result it is shows that there is room from continuous improvement especially on curriculum improvement. Moreover, the proposed model displays the rigorous and robust method of SEM and the statistically significant level of the model fits into the likert scales (from GFI and CFI). It reveals that management should focus on brand equity that will reflect BDU performance.