The Influence of Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty on Brand Equity of Zakat Institutions

Abstract

This study aims to examine how the influence, among others, brand image, perceived quality, brand loyalty to brand equity in a zakat institution. The research design used is descriptive and explanatory with a quantitative approach. The sample size is 375 zakat payers from a leading zakat institution in Greater Jakarta. The method of collecting data by distributing questionnaires was taken by clustered random sampling. Data processing used Partial Least Square SEM (PLS-SEM), where the results showed a significant influence between the variables of brand awareness, perceived quality, brand association, brand loyalty to brand equity. According to previous studies, brand loyalty has a dominant effect on brand equity as a whole. Zakat institutions must pay attention to the antecedents of brand equity in order to increase zakat fundraising.