Brand Equity Theory: Overall Brand Equity and Brand Preference in the Food Logistics Industry through Optimization of the Official Website

Authors

  • Raden Naufan Rasyid Alwafi Islamic University of Indonesia, Yogyakarta, Indonesia
  • Endy Gunanto Marsasi Islamic University of Indonesia, Yogyakarta, Indonesia

DOI:

https://doi.org/10.38035/jmpis.v7i5.9815

Keywords:

Brand Equity Theory, Overall Brand Equity, Brand Preference, Website Optimization, Digital Marketing, Food Logistics Industry

Abstract

Advances in digital technology are driving companies in the food logistics industry to optimize their official websites as strategic marketing communication channels to enhance brand competitiveness. This study aims to analyze the application of Brand Equity Theory through website optimization in building Overall Brand Equity (OBE) and increasing Brand Preference in the food logistics industry. The proposed program focuses on improving the quality of website content, visual design, ease of navigation, information accessibility, and interactive communication to create a better user experience and strengthen brand value digitally. This study employs a descriptive qualitative approach through observation, in-depth interviews, documentation, and a literature review. Data analysis was conducted using the Miles and Huberman interactive model, which includes data reduction, data presentation, and drawing conclusions. The results indicate that website optimization can strengthen brand awareness, perceived quality, brand associations, and brand loyalty as the key dimensions of Overall Brand Equity. An increase in Overall Brand Equity subsequently leads to greater consumer trust and higher preference for the company’s products and services. This study demonstrates that the application of Brand Equity Theory through website optimization is an effective digital marketing strategy for enhancing brand competitiveness and sustainability in the food logistics industry.

Author Biography

Endy Gunanto Marsasi, Islamic University of Indonesia, Yogyakarta, Indonesia

Dr. Endy Gunanto Marsasi, MM

He is a lecturer in marketing management at the Faculty of Business and Economics, Universitas Islam Indonesia (FBE UII). He completed his bachelor’s degree at Gadjah Mada University in 1995, his master’s degree in the Management Program at the Faculty of Economics and Business (FEB) of Gadjah Mada University in 1998, and earned his Ph.D. in Management with a concentration in marketing from the Faculty of Economics and Business (FEB) of Gadjah Mada University in 2010. Currently, the author teaches undergraduate and Master’s in Management courses at the Faculty of Business and Economics, UII, focusing on marketing. Dr. Endy Gunanto, M. also serves as a board member of the Indonesian Marketing Association (IMA) in the certification and academic division for the Sleman chapter from 2018–2021, 2021–2024, and 2024–2027, and has been appointed as an Advisor for Division III/Business Management within the Bureaucracy sector for 2024-2027, as an evaluator for consumer protection regulation drafts (partner of Commission B), held senior manager positions at international companies (PMA) and domestic companies (PMDN), including Retail Development Manager from 1998 to 2001, served as Regional Director for Indonesia (PMDN) from 2000 to 2004, 2005-2009 served as a Commissioner at a national-scale company (PMDN) 2016-2021. The author serves as the head of curriculum development and implementation for the Manager School, a supporting program for the Master of Management (MM) program at the Faculty of Business and Economics (FBE), UII. He has authored several books and published articles in accredited international and national journals, and serves as a reviewer for several national (Sinta 1 and 2) and international (Scopus-Q1) journals. He also serves as an adjunct lecturer in the Doctoral Program in Business Management at the University of Jakarta and the Graduate School of Surabaya University. Currently, the author is actively conducting research in the field of consumer behavior, specifically focusing on the evolution of retail consumer behavior in the contemporary era specifically the 4.0/5.0 industrial revolution and serves as a consultant on industrial development policies related to business models. Recognition as a researcher can be confirmed through the following IDs: Sinta ID: 6805327; Google Scholar ID: jbFhpvIAAAAJ; Scopus ID: 57224778678; Researcher ID (WOS): GQA-4768-2022; Garuda ID: 3306613; Orchid ID:  https://orcid.org/0000-0002-4130-7645

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Published

2026-09-23

How to Cite

Rasyid Alwafi, R. N., & Marsasi, E. G. (2026). Brand Equity Theory: Overall Brand Equity and Brand Preference in the Food Logistics Industry through Optimization of the Official Website. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 7(5), 4055–4070. https://doi.org/10.38035/jmpis.v7i5.9815

Issue

Vol. 7 No. 5 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Agustus - September 2026)

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Articles

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Copyright (c) 2026 Raden Naufan Rasyid Alwafi, Endy Gunanto Marsasi

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