For data analysis techniques using descriptive statistics and SEM (Structural Equation Model) analysis which are operated using the AMOS (Analysis of Moment Structure) program. To test the research instrument, the reliability and validity tests were carried out. In this study respondents were people who had bought Silverqueen products. The sampling technique used was purposive sampling.

In this study, researchers used a sample of 239 respondents. The data in this study are primary data, the data collection process is carried out by means of a survey using a questionnaire. This study aims to examine the relationship of brand heritage, brand image, brand equity and brand loyalt (Silverqueen case study). RINGKASAN SKRIPSI Danis Cintiza Angggrestia- 211629284.pdf

Hubungan Brand Heritage, Brand Image, Brand Equity dan Brand Loyalty (Studi Kasus Silverqueen).