Astrid Puspaningrum


The purpose of this study is to analyze the influence of brand awareness and brand associations on brand loyalty. The population of this research is Population in this research is a consumer who shops at hypermarket existing Malang City, which is Carrefour, Giant, and Matahari with sample counted 50 responders. Data analysis in this research used multiple regression. The results show that brand awareness and brand associations affect brand loyalty. In order to increase customer to loyal to hypermarket then management needs to increase awareness and brand association by way of self-expression through promotion and event marketing activity, to create an emotional bond with a brand


brand awareness; brand associations; brand loyalty

Full Text:



Aaker, David A. 1997. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.

Alexandris, K., S. Douka, P. Papadopoulos, dan A. Kaltsatou. 2008. Testing the role of service quality on the development of brand associations and brand loyalty. Managing Service Quality, Vol. 18 No. 3, pp. 239-254.

Chen, H. Chu, Robert D. Green, and James Miller. 2008. Male and Female Influence On Hypermarket Brand Equity. International Business & Economics Research Journal, Volume 7, Number 9.

Ferdinand, Augusty. 2006. Metode Penelitian Manajemen. Edisi Kedua, Semarang: Universitas Diponegoro.

Gil, R. Bravo, E. Fraj Andre´s, dan E. Martý´nez Salinas. 2007. Family As A Source Of Consumer-Based Brand Equity. Journal of Product & Brand Management, 16/3, pp. 188–199.

Kayaman, Ruchan dan Huseyin Arasli. 2007. Customer Based Brand Equity: Evidence from the Hotel Industry. Managing Service Quality, Vol. 17 No. 1, pp. 92-109

Knapp, Duane E. 2001. The Brand Mindset. Megraw Hill Companies Inc.

Kotler, Philip & Kevin Lane Keller. 2006. Marketing Management. Twelfth Edition, Pearson

Kotler, Philip. 2002. A Framework, for Marketing Management. Prentice Hall Upper Sadle River, New Jersey.

Payne, Adrian. 2000. Pemasaran Jasa, terjemahan Tjiptono. F, Yogyakarta: Andi Offset.

Rangkuti, Freddy. 2004. The Power of Brands: Teknik Mengelola Brand Equity dan Strategi Pengembangan Brand (Plus Analisis Kasus dengan SPSS). Jakarta: PT. Gramedia Pustaka Utama.

Subhani, Muhammad Imtiaz and Osman, Ms. Amber. 2009. A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan. MPRA Paper. No. 21367

Sugiyono, 2004. Metode Penelitian Bisnis, Bandung: Alfabeta.



  • There are currently no refbacks.