The Role of Brand Preferences As Mediadia The Influence of Brand Equity on Purchase Intention

Abstract

This study examines the effect of brand equity on purchase intention through brand preference which was developed in one model. The population of this study is KFC customers in Malang City, and the population in this study is an infinite population, namely the size of the population is very large and the number is unknown and the research sample is 100 KFC customers. Sampling was done randomly. The analytical tool to test the hypothesis used Structural Equation Modeling (SEM) analysis. The results of the study show that brand equity directly has a significant effect on brand preference. Brand preference directly has a significant effect on purchase intentions. Brand equity directly has a significant effect on purchase intentions. Brand preference mediates the effect of brand equity on purchase intentions. KFC management should improve advertisements that are easy to remember by consumers that have an appeal and arouse consumers' curiosity about the advertised products. KFC management maintains the prestige of the product and its place. In addition, the product to be accepted by the community should be adjusted to the wishes or needs, and in accordance with the traditions or customs of the surrounding community. KFC management should improve the quality of products that are better than similar products, therefore KFC continues to improve the innovation and taste of the food menu offered.