MA Rafhdian, Achmad Daengs GS, Andi Farouq Hasan


The development of Monkasel becomes less acknowledged, especially at this time. Since the rise of malls and plazas development, the culture of society began to change into a more consumerism. In the teen, it was appeared a new phenomenon known as the mall generation, where "they spend their time simply to window shopping and fantasize about all-round nice and comfortable life". The values of history and struggle of the nation began to be ignored until finally nationalism to the history of the struggle began to be decreased. It can be seen from the high interest of the public to visit the mall or shopping center than visit to a museum or monument that is more educational and has historical value. This study was aims to determine the effect of brand equity factors on brand image in Monkasel Surabaya. The population in this study is the visitors of Monkasel Surabaya. The sample selection technique using random sampling that is the random sampling taken from the visitors of Monkasel Surabaya, it taken sample of 100 consumers. A technique of analysis was using linear regression. Based on the results obtained that factors of brand equity (brand awareness, perceived quality, brand association and brand loyalty) simultaneously and partially have significant effect on brand image in Monkasel Surabaya. Brand loyalty has dominant effect on brand image on Monkasel Surabaya.

Keywords:Brand awareness, perceived quality, brand association, brand loyalty, and brand image

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