Track: Business Management

Abstract

Sustainability of brand equity is the way to sustain and grow a business. This paper wants to analyze the extent to which brand awareness and brand loyalty affect brand equity in a local company, MAXXCOFFEE. Data collection through questionnaires, and 298 respondents who live in the Jakarta area and outside the Jakarta area, Indonesia. All data processing was done by using Stata Release 15. The reliability and validity tests have been applied to prove that the data in the study are reliable and valid. Regression testing with robustness is applied to analyze the econometric equations that have been formed. The calculation results prove that the model is robust, and all parameters of the selected variables have a significant effect on the 5% degrees of freedom. The results of this study indicate that the sustainability of brand equity is influenced by brand awareness and brand loyalty. Every 1 unit scale increase in brand awareness will increase brand equity by 0.38 in a Likert 5 scale and every increase in brand loyalty by 1 scale unit will increase brand equity by 0.48 in a Likert 5 scale.