Mahmud  , Widji  Astuti, Junianto Tjahjo  Darsono, 
    Measuring Brand Equity: A Perspective from Giant Hypermarket
Customers in Malang City Indonesia,
    Journal of Engineering and Applied Sciences,
    Volume 15,Issue 4,
    2020,
    Pages 976-981,
    ISSN 1816-949x,
    jeasci.2020.976.981,
    (https://makhillpublications.co/view-article.php?doi=jeasci.2020.976.981)
    Abstract: The purpose of this research is to analyze brand loyalty in mediating the influence of brand
awareness, brand associations and brand trust on brand equity. The population of this research is consumers
who shop at the Giant hypermarket with a sample of 190 respondents. The data analysis in this research uses
structural equation modeling. The results show that brand awareness, brand associations and brand trust
influence brand equity and brand loyalty to be able to influence the influence of brand awareness, brand
associations and brand trust on brand equity. In order to increase brand loyalty which ultimately provides brand
equity, Giant management must provide strategies to create awareness, associations and trust of Giant brands.
    Keywords: Brand awareness;brand associations;brand trust;brand loyalty;brand equity;influence