Marina Nova Sari, Hartoyo, Nimmi Zulbainarni
Abstract: Half of the middle class income in Indonesia is used to buy fast moving consumer goods (FMCG), especially foods and beverages. The needs of the customers towards beverage ready to drink (RTD) is increasing, along with the shift of beverage function and the change of customer lifestyle. RTD coffee business is becoming more attractive and showing high growth. To face the competition of the industry, companies often use brand-oriented management strategies including Kopiko 780C as one of the biggest RTD coffee players in Indonesia. A good brand is a brand that has high equity. Brand equity is influenced by the marketing mix and brand equity-forming dimension. This research aimed to know the influence of marketing mix to brand equity through brand equity dimension. The method used was a Structural Equation Models (SEM) with 200 samples. The results showed that marketing mix influenced positively to the brand equity dimension, and all dimensions of brand equity influenced positively and significantly to the brand equity.
Keywords: brand equity, marketing mix, ready to drink, structural equation model SEM