Pengaruh Ekuitas Merek (Brand Equity) Terhadap Loyalitas Pelanggan pada Pengguna Kartu Esia di Kota Padang

Abstract

A trusted and well known brand is a valuable aset by company. Brand must have an ability to convince it's costumers about their products quality and usability. Brand also have a strategic role as a differentiator between it's product and it's competitor's. A strong brand image would  allow it's company to gain trust by thei customer on the market. There are five dimensions that can be used to measure company's brand equity, that is; brand loyality dimension, brand awareness dimension, qualityawareness dimension, brand association dimension and other companies asets dimension. From each dimensions, we will obtain depiction about a company brand loyalty. A strong brand will determine customer's loyality. The purpose of this research is to seek how strong brand equity can affect customer's loyality on Esia's customer in Padang. This research was done by distributing questionnaires to Esia's customers randomly. The result shows that brand equity have a significant effect to increase customer's loyality and positive correlation at level of a = 5%.