Abstract
This study aims to determine and analyze the influence of brand image and brand attitude on the brand equity of Garnier products in Bima City. This type of research is associative using quantitative data from primary data sources. research instrument in the form of a Likert scale questionnaire. The population used in this study is all consumers who have purchased Garnier products in Bima City, whose number is unknown (unknown population). The sample in this study were 96 people. The sampling technique was done by purposive sampling method. Data collection techniques in this study were observation, questionnaires and literature study which were then analyzed using validity testing techniques, reliability tests, classical assumption tests, multiple linear regression analysis, multiple correlation coefficients, determination tests, t tests and f tests. The results show that brand image and brand attitude together have a significant effect on the brand equity of Garnier products in Bima City.Keywords: Brand Image, Brand Attitude, Brand Equity
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