PENGARUH CITRA MEREK TERHADAP EKUITAS MEREK NESTLÉ MILO

Abstrak

The food and beverage industry in Indonesia, including dairy products, has experienced significant development in line with lifestyle changes and increased awareness of health. Choco milk beverage have become a popular choice among consumers of all ages. Nestlé MILO, was first introduced in Indonesia in 1974 as choco milk beverage. This study aims to determine whether brand image influences brand equity in Nestlé MILO. The data collection technique used was distributing closed-ended questionnaires to Nestlé MILO consumers with total samples of 99 respondent. The analytical method applied was quantitative descriptive analysis with simple linear regression. The results of the calculations using SPSS show that a regression coefficient of 0.778 indicates a strong and positive relationship between the brand image and brand equity variables. The hypothesis test results show that the t-value (15.318) is greater than the t-table (1.984), and the significance value (0.000) is smaller than 0.05, indicating that the brand image variable has a significant influence on brand equity. Therefore, the research hypothesis stating that brand image has a significant effect on brand equity can be accepted.