PENGARUH EKUITAS MEREK TERHADAP LOYALITAS PELANGGAN PADA PRODUK POCARI SWEAT DI KOTA PADANG

Abstract

This study aims to determine the effect of brand equity on customer loyalty in Product Pocari Sweat In Padang . The sample in this study is the consumer who consumes the product beverage Pocari Sweat In Padang totaling 100 respondents . The sampling technique was purposive sampling . The type of data used is primary data through questionnaires . Data analysis method used is multiple linear regression analysis . Hypothesis testing using t-test statistical test to prove the effect of independent variables on the dependent variable partially or individual.
The results of this study found that brand awareness , brand associations and brand loyalty and significant positive effect on customer loyalty to the product of Pocari Sweat in padang city while the perceived quality is not positive and significant effect on customer loyalty to the product of Pocari Sweat in the padang city.
Keywords : brand awareness, brand associations, perceived quality, brand loyalty, customer loyalty