Astrid Puspaningrum


This study aims to analyze brand loyalty in mediating the effect of brand association and brand awareness on brand equity. The population of this study is customers of Starbucks Coffee in Malang City, with a sample of 160 respondents. The data was analyzed using Structural Equation Modeling. The results showed that brand association and brand awareness influenced brand equity, and brand loyalty was able to mediate the effect of brand awareness and brand association on brand equity. To increase brand loyalty, which in turn leads to brand equity, the management team of Starbucks Coffee has to provide a strategy in building brand awareness and brand association. Future researchers can develop this study by adding more variables, for example, is brand trust.


brand association; brand loyalty; brand equity; brand awareness

Full Text:



Aaker, D. A. 2004. Leveraging the Corporate Brand, California Management Review, 46(3), pp. 6–18. DOI: 10.2307/41166218.

Akhtar, N., Ahmed Ijaz, Hafiza Yasmeen Jafar, Ali Rizwan, and Junaid Mohsan Nawaz. 2016. The Impact of Packaging, Price, and Brand Awareness on Brand Loyalty: A Reseller Perspective in Mobile Sector of Pakistan. International Review of Management and Business Research, 5(3), pp. 790–807.

Alexandris, K., Douka, S., Papadopoulos, P., Kaltsatou, A. 2008. Testing the role of service quality on the development of brand associations and brand loyalty, Managing Service Quality, 18(3), pp. 239–254. DOI: 10.1108/09604520810871865.

Chen, Arthur Cheng-Hsui. 2001. Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management, 10(7), pp. 439– 451. DOI: 10.1108/10610420110410559.

Dhurup, M., Mafini, C., and Dumasi, T. 2014. The Impact Of Packaging, Price, and Brand Awareness On Brand Loyalty: Evidence from the paint retailing industry. Acta Commercii, 14(1), pp. 1–9. DOI: 10.4102/ ac.v14i1.194.

Gil, R. B., Andrés, E. F., and Salinas, E. M. 2007. Family as a source Of Consumer-Based Brand Equity. Journal of Product and Brand Management, 16(3), pp. 188– 199. DOI: 10.1108/10610420710751564.

Idrees, Z., Xia ping, Shafi Khuram, Hua Liu, N. A. 2015. Consumer’s brand Trust And Its Link To Brand Loyalty. American Journal of Business, Economics, and Management, 3(2), pp. 34–39. Available at: http://

Ilias, N. F. B., Liang, T. K. W., Lo, M. C., Afendi, U. S. Binti N., Yee, S. S., and Badruddin, N. I. Binti. 2020. The Factors Influencing Brand Equity Of Sportswear Brand Among Young Adult In. Journal of Marketing and Information Systems, 3(1), pp. 26–45. DOI: 10.31580/jmis.v3i1.1451.

Kim, Kyung Hoon, Kim, Kang Sik, Kim, Dong Yul, Kim, Jong Ho & Kang, S. H. 2008. Brand Equity In Hospital Marketing. Journal of Business Research, 61(1), pp. 75–82. doi: 10.1016/j.jbusres.2006.05.010.

Kotler, Philip and Keller, Kevin Lane. 2016. Marketing Management. 15e edn, Small Business Marketing. 15e edn. Pearson.

Kotler, Philip and Armstrong Gary. 2018. Principles of Marketing. 17th edn. Global Edition.

Pearson. Mowen, C. John, Minor, S. Michael. 2002. Consumer Behaviour, first edit, publication of Tehran.

Rajh, Edo. 2005. The Effects Of Marketing Mix Elements On Service Brand Equity. Ekonomska Istraživanja/ Economic Research 22(4), pp. 53–80. DOI: 10.1080/ 1331677X.2009.11517392.

Sasmita, Jumiati and Suki, Norazah Mohd. 2015. Young consumers’ insights On Brand Equity: Effects of Brand Association, Brand Loyalty, Brand Awareness, And Brand Image. International Journal of Retail and Distribution Management, 43(3), pp. 276– 292. DOI: 10.1108/IJRDM-02-2014-0024.

Schiffman, L and Kanuk, L 2004. Consumer Behaviour, 8th ed., international edition, Upper Saddle River/ NJ: Prentice Hall.

Setiawan, Panca Hadi and Harris, Ibnu. 2020. Pengaruh Kesadaran Merek, Citra Merek, Loyalitas Merek Terhadap Ekuitas Merek (Studi Kasus Pada Penggunaan Smartphone Xiaomi Di Batam). Jurnal Apresiasi Ekonomi 8(1):49-58. DOI: 10.31846/ jae.v8i1.264.

Shabbir, M. Q., Khan, A. A., and Khan, S. R. 2017. Brand Loyalty Brand Image and Brand Equity: the Mediating Role of Brand Awareness. International Journal of Innovation and Applied Studies, 19(2), pp. 416–423. Available at:

Sucahyo, Y. A. 2017. Pengaruh Brand Association, Brand Loyalty, Brand Awareness, Dan Brand Image Terhadap Brand Equity Pada Brand Happy Baby. Jurnal Manajemen dan Start-Up Bisnis, 2(5), pp. 601–610.

Świtała, Marcin, K. Bilińska-Reformat, Beata, Biliñska-Reformat, K. 2018. The Influence Of Brand Awareness And Brand Imageon Brand Equity – an empirical study of logistics service providers. Journal of Economics and Management, 33(July), pp. 96–119. DOI: 10.22367/jem.2018.33.06.

Tong, Xiao and Hawley, Jana. 2009. Measuring CustomerBased Brand Equity: Empirical Evidence From The Sportswear Market in China. Journal of Product and Brand Management, 18(4), pp. 262–271. DOI: 10.1108/ 10610420910972783.



  • There are currently no refbacks.