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In the current era, skin and facial health is the main thing that is a concern, especially for women. Appearance has an important role in encouraging one's confidence. The supporting role of one's appearance is the use of skincare. The purpose of this study is to determine the influence of perceived value, brand image, and brand awareness on Lacoco brand equity in Surabaya. The sample in this study used accidental sampling of 100 respondents. The data collection method uses observation and questionnaires. The data processing technique used is a test of validity and reliability. Data analysis techniques include multiple linear regression tests, determination coefficient tests, and t-tests. From the results of the research hypothesis test, it was obtained that the variables of perceived value, brand image and brand awareness had a significant positive effect on Lococo brand equity where perceived value was formed due to customers' subjective assessment of the product and the benefits received by buying the product, brand image an effective one should meet the criteria of maker image, user image and product image to achieve the goals it sets, and consumers willing to buy a brand depend on consumer awareness and knowledge about the brand. In the moderation variable, brand awareness weakens the influence of brand image on brand equity, this is because the influence of perceived value on brand equity is an important aspect in understanding how the perceived value of consumers to a product or brand can impact overall brand value. When consumers have a high level of awareness about the brand and maintain a positive image of the brand, the value of the brand will increase.

This study aims to analyze the effects of two functional brand qualities, innovativeness, and quality, on the perceived value of the consumers, through the mediating role of two symbolic brand qualities, namely brand experience and brand personality. This research is quantitative by using a purposive sampling technique on a population of undergraduate students from all Universities in Indonesia. The number samples were 200 respondents who are the consumers of Indonesian local brand beauty product “Somethinc”, which was taken through an online questionnaire. The data analysis technique used to test the hypotheses in this study is Structural Equation Modeling (SEM) method by relying on the AMOS program (IBM SPSS AMOS version 24.0). The main findings of the study demonstrate that there is a positive and significant influence of brand innovativeness on brand personality, perceived quality on brand experience, perceived quality on brand personality, perceived quality on perceived value, brand experience to perceived value, and brand personality to perceived value. From the proposed model, there are two hypotheses that are not accepted, including the relationship between brand innovativeness with brand experience and brand innovativeness with perceived value. Based on the research results, the rejected hypothesis can occur due to the differences in how individuals perceive the benefits of innovation provided by the company. This study also demonstrates that there is a positive role of two symbolic brand qualities in mediating the relationship between brand innovativeness and perceived quality on consumer perceived value.

Modern society today relies on the ideology of consumption, not just a marker of the social status of a person or group but a mechanism used by consumers to gain social status or prestige by buying or consuming goods considered high by customers. The increasing reach of consumerism ideology has expanded the traditional definition of a "commodity" into an intangible service, especially in universities' operations. Surveys show that students tend to act as consumers in university education. Consumerism correlates with brand personality. There is a fine line that universities must build and maintain that will enable academics within universities to express integrity and intellectual qualities in both their teaching and research. This expression should include students as participants and recipients not only when they are involved in the class but as participants and recipients in the community in which the University is located.

This study aims to examine the problem of the effect of e-brand experience on e-brand loyalty that mediated by e-brand love and e-brand trust (a study of go-pay users in the Go-Jek application in Malang). This research used one independent variable that is e-brand experience, the variable e-brand trust and e-brand love as a mediating variable, and the variable e-brand loyalty as the dependent variable. This research uses non-probability purposive sampling. The population in this research was all Go-Pay users in the Go-Jek application in Malang City. The sample is 130 respondents based on the specified criteria. Analysis of research data using SEM PLS. Based on the analysis conducted in this research show that e-brand experience did not have a significant effect on e-brand loyalty directly, whereas if it mediated by e-brand trust and e-brand love so the relationship between e-brand experience and e-brand loyalty becomes significant.