Track: Business Management

Abstract

Maintaining brand equity is a key business strategy to increase market share. This paper wants to analyze the extent to which brand awareness, perceived quality, brand loyalty affects brand equity in a multinational company, namely Starbucks Co. The data analyzed consisted of 298 respondents who lived in the Jakarta area and outside the Jakarta area of Indonesia. Through statistical testing on data collected with Stata Release 15 Software, it proves that the data is reliable and valid. The methodology used is an econometric approach with multiple regression equation models with robustness requirements. The calculation result proves that the model is robust, and all selected variables have a significant effect on the 5% degrees of freedom. The results of this study suggest that maintaining brand equity must be influenced by consumer’s brand awareness, perceived quality, and brand loyalty.