Ekuitas Merek Sepeda Motor Yamaha Di Kota Palu

Asrudi C20016003, Research Title "Brand Equity Yamaha Motorcycles in Palu City ”(Study on Yamaha Akai Jaya), Supervised by Dr.H. Syamsul Bahri Dg. Parani, SE.MM and Wiri Wirastuti, SE., M.Si.
This study aims to determine brand equity which consists of brand awareness, brand association, perceived quality, brand loyalty on Yamaha motorbikes in the city of Palu. This study used a survey method. The information in this study were shop managers and consumers of Yamaha motorbikes. This type of research used in this research is qualitative. The technique of collecting data through interviews and observations. The results showed that the bicycle brand equity Yamaha motorcycles in Palu City.
Keywords: Brand Equity, and customer satisfaction