| Human’s basic physical needs are foods, cloths, and house. Using clothes will be completed if also wearing shoes or sandals. Indonesia as a global market, become one of potential market for shoes or sandals from foreign manufacture. Brand X established in Colorado, United States since 2002 and became phenomenal in 2003. Brand X entered Indonesia in 2007 and becoming one of well known brand in shoes or sandals among Indonesian’s consumer. Every product should have a brand to strength and differentiate them among competitors. The strength of brand can not separate from its brand equity. Brand equity consist of several dimensions such as: brand awareness, perceived quality, brand associations, and brand loyalty. This research objectives are to measure the strength of brand equity’s dimensions to brand equity’s itself based on consumerbased brand equity. Several theories has been use on this research. There is Aaker’s brand equity theory (1991) that describes the four dimensions of brand equity such as: brand awareness, perceived quality, brand associations, and brand loyalty. Other Keller’s theories are brand audit and how to build a Customer-Based Brand Equity (CBBE). To measure the strength of brand X’s brand equity researcher held some direct survey to the 100 consumers of brand X in campus and malls around Jakarta and Tangerang. Consumers’ answers will be raw material in processing data. Data will be analyzed by using a technical analysis called Structural Equation Modeling (SEM). SEM (Santoso, 2007) is a technical multivariate statistic which is a combination of factor analysis and regression analysis; the goals are to test correlations between variables within a model, a correlation indicator to construct or among constructs. Data process with SEM should use an AMOS 7.0 software program and also SPSS software to counting the mean score of brand equity’s dimensions based on respondents demographic. Result from the output of mean score and from AMOS show that perceived quality is the most important dimension that affects brand equity. From the hypothesis side, perceived quality and brand loyalty has an effect to brand equity, But meanwhile, there is no effect to brand equity from brand awareness and brand associations dimensions. Based on that result, company has to improving and maintaining quality of products and loyalty of customer. In the other hand, company should increase their brand awareness and brand associations so they can increase the strength of brand X’s equity. |