The relationship between selected elements of the marketing mix and brand equity Sabah (Case Study: Customers Gorgan)

Marketing mix elements, especially price, distribute and promote brand equity plays a major role in creating them. And by increasing its effectiveness and efficiency, strength and brand value also will be upgraded. The aim of this study was to investigate the relationship between the elements of the marketing mix (price, place, promotion) with Sabah brand equity among customers is the city of Gorgan. The methodology of this research is descriptive and correlational. And the population of all customers in the city of Gorgan Sabah intended that their number is unlimited. And the number of samples based on simple random sampling method, using Morgan table, 384 people. The data questionnaire with standardized questionnaire U, Danto and Lee (2000), which is used Cronbach's alpha coefficient of 0.7 of all the variables. To analyze the data, smartpls.2 software-based structural equation modeling was used. The results of the main assumptions of the study indicated that between price and brand equity, there is a significant relationship between advertising and brand equity, but there is no relation between the distributions with the brand equity. Between price and brand associations, international distribution and brand awareness, between advertising and brand loyalty, brand awareness between advertising, and between loyalty between advertising and perceived quality, perceived quality and brand associations and brand equity there is a significant relationship. But the price and price to customer loyalty perceived quality and perceived quality between distributions and there is no significant relationship between distribution and customer loyalty.