PENGARUH BRAND EQUITY DAN CONSUMER SATISFACTION PADA BRAND LOYALTY

Abstrak

Increased cultural intention to buy the community along with increasing loyalty to a product brand. This paper aims to analyze the influence of brand equity and customer satisfaction on Nevada brand loyalty products in Denpasar City. The study was conducted in Denpasar with sample size of 140 respondents using purposive sampling method. The results of the analysis found that brand equity has a significant positive effect on brand loyalty. Customer satisfaction has a significant positive effect on brand loyalty. Suggestions that can be recommended for manufacturers of Nevada brand products should consider the position of a brand in accordance with consumer views such as maintaining product quality, product prices so as to increase consumer loyalty. Nevada must maintain the quality of service provided so far to consumers, because the quality of service as a key that determines customer satisfaction so as to increase customer loyalty to buy products Nevada in Denpasar.

Keywords: brand equity, customer satisfaction, brand loyalty