| Summary: | Nowadays many retail companies cannot survive in this high competitive era.
Even more many multinational retail companies come into Indonesia, because they look
Indonesia as a potential market. This situation makes retail industry in Indonesia more
competitive. One important factor that can make retail companies survive from this high
competition era is brand equity of the store. Any marketing efforts will affect brand
equity positively when they lead to more favorable behavioral responses to the focal
products than to the equivalent unbranded products. Managerial efforts embedded in
controllable marketing action are related to brand equity through the mediation of the
dimensions of brand equity. Therefore to build strong brand equity, it is very important
to know the effect of marketing efforts in marketing mix elements to the dimensions of
brand equity.
This research uses value/price ratio, distribution intensity, advertising,
sponsorship, store service, and price deals as marketing mix elements. Based on
Keller�s model, this research uses brand image and brand awareness as mediating
variable because they are the dimensions of brand equity. 180 questionnaires were
distributed in 18 Indomaret. The results of this research are distribution intensity and
advertising affect brand awareness positively and value/price ratio, advertising, store
service, and price deals affect brand image positively. Then brand awareness and brand
image simultaneously affect brand equity positively.
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