EKUITAS MEREK DAN PENGARUHNYA TERHADAP KEPUASAN PENGGUNA SMARTPHONE DI KOTA AMBON

Abstract

This study aimed to analyze the effect of brand equity consists of
brand awareness, brand association, perceived brand quality and brand
loyalty to consumer satisfaction using smartphones in Ambon, and test the
brand equity variables that have the most dominant effect.Data is collected
using a questionnaire distributed to 150 respondents accidental. The data
collected was processed using SPSS 19.0 and analyzed using multiple
regressions.The results show the variables that brand equity consists of brand
awareness, brand association, the impression of the quality of the brand, and
brand loyalty has a significant influence either partially or simultaneously to
the satisfaction of the consumer smartphone users in the city of Ambon.
Furthermore, the variable perceived quality of the brand is a variable that
has a more dominant influence on consumer satisfaction smartphone users in
the city of Ambon. Thus the first hypothesis proposed in this study is
acceptable, while the second hypothesis is rejected.
Keywords: brand equity, brand awareness, brand association, perceived of
brand quality, brand loyalty, customer satisfaction