PENGARUH EKUITAS MEREK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA PRODUK LAPTOP ACER (STUDI KASUS PADA TOKO JOHAN FOTO & KOMPUTER KOTA BIMA)

Abstract

The purpose of this research is to find out and analyze the effect of brand equity and brand image on consumer loyalty (case studies at Johan Toko photo and computer city of Bima) both partially and simultaneously. This type of research is associative, with a sample of 96 respondents using the cochran formula. The sampling technique used was purposive sampling because the number of unknown population is certain (Unknown Population). The research instrument uses a questionnaire with a Likert scale measurement. Data collection techniques by questionnaire, interview and literature study. Data analysis methods used are validity test, reliability test, multiple regression, multiple correlation, classic assumption test, t test (partial) and F test (simultaneous). The results of this study conclude that brand equity has an influence on consumer loyalty. While brand image has no influence on consumer loyalty. Furthermore brand equity and brand image have an influence on consumer loyalty Keywords: