| The objective of this study is to analyze the perception variable on Mizone’s brand equity, to analyze the attitude variable on Mizone’s brand equity and to find how both variables influencing Mizone’s brand equity. The survey method was conducted by distributing the questionnaires to 100 respondents who had consume or have bought Mizone in Bekasi Utara area. The sampling method used in this study is non probability sampling with convenience sampling technique. Data analysis were done by double regression, the result found that there are other variables that influencing Mizone’s brand equity besides perception and consumer’s attitude that not discussed in this study. The results indicate that perception and consumer’s attitude are significantly influence Mizone’s brand equity. |