Abstract
This research is quantitative study that aims to compare brand association, perceived quality, and brand loyalty to brand equity in Samsung and LG companies in the South Jakarta area. This research used 100 respondents as a sample with purposive sampling method. The analysis technique in this study uses the Independent Sample T Test using SPSS 26. The results of this study indicate that (1) Samsung Brand Association is superior to LG, (2) Samsung's Perceived Qualty is superior to LG, (3) Samsung's Brand Loyalty is superior to LG. superior to LG.
 
 Keywords: Brand Equity; Brand Association; Perceived Quality; Brand Loyalty
Highlights
This research is quantitative study that aims to compare brand association, perceived quality, and brand loyalty to brand equity in Samsung and LG companies in the South Jakarta area
The results of this study indicate that (1) Samsung Brand Association is superior to LG, (2) Samsung's Perceived Qualty is superior to LG, (3) Samsung's Brand Loyalty is superior to LG. superior to LG
Pengaruh Elemen Ekuitas Merek Terhadap Keputusan Pembelian Di Gerai Starbucks Coffe (Studi Pada Konsumen Domestik Starbucks Coffee di Wilayah Bali)
Summary
ABSTRAK Penelitian ini merupakan penelitian kuantitatif yang bertujuan untuk mengetahui perbandingan brand association, perceived quality, dan brand loyalty terhadap brand equity pada perusahaan Samsung dengan LG di wilayah Jakarta Selatan. Penelitian ini menggunakan 100 responden sebagai sampel dengan metode purposive sampling. Teknik analisis dalam penelitian ini menggunakan Uji Independent Sample T Test dengan menggunakan SPSS 26. Hasil penelitian ini menunjukan bahwa (1) Brand Association Samsung lebih unggul dari LG, (2) Perceived Quality Samsung lebih unggul dari LG, (3) Brand Loyalty Samsung lebih unggul dari LG. Kata Kunci: Brand Equity, Brand Association, Perceived Quality, Brand Loyalty
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