PENGARUH EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN SMARTPHONE SAMSUNG BERBASIS ANDROID

  • Erida .
  • Suswita Roza
  • Shinta .

Abstract

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

How to Cite
., Erida; ROZA, Suswita; ., Shinta. PENGARUH EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN SMARTPHONE SAMSUNG BERBASIS ANDROID. DIGEST MARKETING, [S.l.], v. 1, n. 1, p. 58-64, jan. 2016. Available at: <https://online-journal.unja.ac.id/index.php/digest/article/view/2599>. Date accessed: 20 nov. 2017.
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Articles