Awareness, Associations, Trust, Loyalty, and Brand Equity Kentucky Fried Chicken in East Java Confirmatory Factor Analysis Approach

The purpose of this study was to obtain empirical evidence of indicators forming awareness, association, trust, loyalty and brand equity of Kentucky Fried Chicken in East Java. The population in this study is KFC customers in regencies and cities in East Java and is an infinite population, that is, the size of the population is very large and the number is unknown. so that the sample size is determined by multiplying the number of indicators by 10, then the sample size used is 200 KFC customers. The data analysis used in this research is Confirmatory Factor Analysis. The results showed that brand recognition, brand recall, brand recognition and brand characteristics are important indicators as forming brand awareness and indicators of remembering the dominant brand forming brand awareness. Product benefits, credibility, lifestyle and product class are important indicators as forming brand associations and the dominant lifestyle forming brand associations. Integrity, competence, reliability and attention are important indicators as forming brand trust and dominant competencies forming brand trust. Brand loyalty, brand commitment, positive attitude towards the brand and recommendations are important indicators as forming brand loyalty and positive attitude towards the dominant brand forming brand loyalty. Perceived quality, perceived value, image and pride are important indicators as forming brand equity and dominant image forming brand equity.