¹Dwi Anggraeni,²Muhadjir Anwar,³Muchtolifah

^1,2,3Magister of Management, Faculty of Economics and Business, Universitas Pembangunan Nasional“Veteran” Jawa Timur. Indonesia.

The objectives of this study are: To analyze and determine the effect of Product Quality on Brand equity, To analyze and determine the effect of Digital marketing on Brand equity, To analyze and determine the effect of Product Quality on Brand equity through Brand image and to analyze and determine the effect of Digital marketing on Brand equity through Brand image The population of this study were customers of Mesran Super Lubricating Oil in Surabaya, with the number of samples in this study being 140 respondents (28 x 7). Data analysis was carried out using the Partial Least Square (PLS) method using SmartPLS version 3 software. Based on the test results using PLS analysis, to test the effect of several variables on Brand equity, the following conclusions can be drawn: Based on the test results, it shows that Product Quality has an effect on Brand equity, Based on the test results, it shows that Digital marketing has an effect on Brand equity, Based on the test results show that Product Quality has an effect on Brand equity through Brand image. Based on the test results, it shows that Digital marketing has an effect on Brand equity through Brand image.

Product Quality, Digital Marketing, Brand Equity, Brand Image.

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VOLUME 06 ISSUE 02 FEBRUARY 2023

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