Factors Affecting Brand Equity in Batu Tourism City

ABSTRACT- This study aims to determine the effect of Brand Awareness, Brand Image, Brand Loyalty, Perceived Brand Quality on Brand Equity in Batu Tourism City. The City of Batu has designated its area as an agropolitan tourism center in East Java. This study uses qualitative research methods with data analysis in the form of SEM (Structural Equation Model) and using SPSS 18.0 and AMOS 22.0 software. The sampling technique used is non-probability sampling, with a total sample of 200 respondents aged 17 years and over, and who have visited tourist attractions in Batu City within the last 1 year. The results of this study indicate that Brand Awareness, Brand Image, Brand Loyalty, Perceived Brand Quality have a positive influence on Brand Equity in Batu Tourism City.