MEMAHAMI EKUITAS MEREK PERGURUAN TINGGI: PENELITIAN EMPIRIS PADA STIE SURAKARTA, JAWA TENGAH, INDONESIA

Measuring brand equity becomes an important part in the organization, espe­ci­al­ly college . By mea­suring the brand equity, the college would be more understanding about its brand awareness, brand asso­ciation, perceived quality, and brand loyalty . The Research problem s we re: (1) How were the student s’ per­ception about STIE Surakarta brand awareness?(2) How were the effect s of brand association and perceived quality on brand loyalty. The sample s of this research we re 120 students of STIE Surakarta. The analysis used description and Structural Equation Modeling (SEM). The results showed that (1) the brand of STIE Surakarta occupie d 3rd position in the minds of consumers; (2) Brand association had positive but in­sig­ni­ficant effect on loyalty and perceived quality had positive and significant effect on brand loyalty .