PENGARUH EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN SMARTPHONE SAMSUNG BERBASIS ANDROID
The objective of this research is to explain the effects of brand equity towards consumer loyalty both simultaneously and partially. Research method is survey that used questionnairies to gather data. Sampling method used is random sampling with 100 respondents. The results showed that brand equity simultaneously has significant effect on consumer loyalty. Hence, it is reccomended that marketer to pay more attention on the importance of brand equity because, it determines company value, and the higher brand value the easier the process of maintaining consumer loyalty.
Keywords: Brand Equity, Consumer Loyalty