THE EFFECT OF BRAND IMAGE, BRAND ATTITUDE TOWARD BRAND EQUITY ON CONSUMER BRAND INDOMIE INSTANT NOODLES IN THE CITY OF PADANG

Abstract

Top Brand Index ranked Indomie instant noodles indicates increasing brand image and brand
attitude leading up to the brand equity on consumer brand Indomie instant noodles. Of the many
available brands of instant noodles in the market, proven indomie get a special place in the hearts of the
people of Indonesia and the choice most people. It also shows that the instant noodle instant noodle have
a strong enough brand equity compared with other instant noodles.
This study aims to determine the effect of brand image, brand attitude toward brand equity on
consumer brand Indomie instant noodles in the city of Padang. The sample in this study is that once
consumers purchase and consume instant noodles brand Indomie in Padang city totaled 138 respondents.
The sampling technique was purposive sampling. The data used are primary data through questionnaires.
Data analysis method used is multiple linear regression analysis. Hypothesis testing using t-test
statistical test to prove the effect of independent variables on the dependent variable partially or
individual.
The results of this study found that brand image and attitude of top brands and a significant
positive effect on brand equity on consumer brand Indomie instant noodles in the city of Padang.
Keywords: Brand Image, Brand Attitude, Brand Equity