Pengaruh Ekuitas Merek Terhadap Loyalitas Pelanggan (Survei Pada Pemilik Sepeda Motor Merek Honda Yang Memiliki Lebih Dari Satu Unit Yang Melakukan Service Di Dealer Mpm Motor Malang)

Abstract

Brand equity strategy is a strategy that can be used by companies to gain customer loyalty. This study aimed to determine the effect of brand equity consists of brand awareness, brand loyalty, perceived quality, brand associations and brand assets to another property on customer loyalty. The results showed that the five variables of brand equity have a significant effect either simultaneously or partially to variable customer loyalty. In the multiple linear regression analysis showed the influence of variables brand awareness, brand loyalty, perceived quality, brand associations and brand assets to another property of the customer loyalty demonstrated the value of Adjusted R Square is equal to 0.647. This means that the influence of the five independent variables (awareness brand, brand loyalty, perceived quality, brand associations and brand assets other proprietary rights) in this study is only able to influence the dependent variable (customer loyalty) of 64.7%