A Study of the Effectiveness of Brand Equity Effecting Student’s Preference Towards Enrolling into The Institutional of Higher Learning, in Klang Valley

Muhamad Zafri Bin Akadi Akadi; Vincent Wee Eng Kim

doi:10.37231/jmtp.2021.2.1.79

Muhamad Zafri Bin Akadi Akadi Veritas University College
Vincent Wee Eng Kim Veritas University College

DOI: https://doi.org/10.37231/jmtp.2021.2.1.79

Keywords: Brand Equity, Brand loyalty, Brand Awareness, Brand Association, Perceive Quality

Abstract

In Malaysia, high-speed university growth is confronted with the business climate. The notion of branding was at variance with business research for the university, it should or should not be shown. The purpose of the review is to display the significant impact of brand equity, on Brand awareness, Brand association, Brand Loyalty and Perceived Quality. In this study, one dependent variable and 4 independent variables was tested. Brand equity is defined in this term as the distinction of the firm and what may be the element to be in brand equity. A realistic, non-random sampling technique was made to test the hypothesis of Brand awareness, Brand association, Brand Loyalty and Perceived Quality effect on brand equity. One hundred and sixty-five surveys have been sent across Whatsapp and emails to Klang Valley with different age groups. The responses from the survey were tested by SPSS. To test the reliability (internal consistency) of the data, Cronbach alpha was performed. The data was initially tested for levene test before it has been tested using regression analysis. Then, when the test not violate null hypothesis, regression analysis such as ANOVA was performed. To accept the hypothesis of objective, the person correlation coefficient was performed. The study revealed which Brand awareness, Brand association, Brand Loyalty and Perceived Quality do have huge influence on brand equity. This finding will not only provide a credible basis for the possible service industry, such as colleges. It is also a crucial potential research strategy to boost the brand value for the organization.

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