The purpose of this research is to analyze the influence of variable of
brand equity element (brand awareness, brand association, quality perception,
and brand loyalty) to brand equity of Muhammadiyah University of Surakarta.
The population in this study is all students of Muhammadiyah University of
Surakarta while the sample used in this study amounted to 100 students. Based on
the results of research, brand awareness, brand association, perceived quality,
and brand loyalty have partially significant influence on brand equity. Brand
awareness variables, brand associations, perceived quality, and brand loyalty
have a significant effect on brand equity. In multiple regression analysis, it is
concluded that brand equity variables can be explained by brand awareness
variables, brand associations, perceived quality, and brand loyalty
