Analisis Pengaruh Ekuitas Merek Terhadap Kepuasan dan Loyalitas Konsumen Blackberry pada Mahasiswa Sekolah Tinggi Ilmu Ekonomi Professional Manajemen College Indonesia (Pmci) Medan

Abstract

The development of cellular business in Indonesia is very rapid. That there are a variety of mobile phones produced with various new brands, good qualities, latest features, and competitive prices offered requires the consumers to be smart in the matter of choosing a communication tool that will be used. One of the phenomena is a smartphone with the brand BlackBerry . This smartphone becomes a lifestyle trend in the Indonesian society, especially for the younger generation. BlackBerry phones always strengthen their brand equity because they realize that customer satisfaction is important to achieve the company s goal. One of BlackBerry s potential customers are students and college students. The problem formulation in this research is how far the effect of brand equity that consists of brand awareness, brand association, brand perceived quality, and brand loyalty on the students satisfaction and how far the effects of satisfaction on their loyalty BlackBerry consumers at STIE PMCI. The theory applied are Marketing Management theory, which is related with brand equity, customer satisfaction, and loyalty. The method used in this study is a survey approach, the type of research is quantitative descriptive, and the characteristic of research is explanatory research. The population of this research is all users of smartphones branded BlackBerry at STIE PMCI with a population of 195 persons and the samples are 66 persons. The methods of collecting data are interviews, distribution of questionnaires, and documentary studies. The variables are examined with a Likert scale. The model analysis of the data used to answer the first hypothesis is the multiple regression and simple regression for the second hypothesis. Research result on the first hypothesis indicates brand equity that consists of brand awareness, brand association, brand perceived quality, and brand loyalty jointly and significantly affect on the students satisfaction, and partially the most dominant factor is brand perceived quality. While the second hypothesis of the research results shows satisfaction influences the BlackBerry consumers or students loyalty significantly at STIE PMCI. This research concludes that brand equity which consists of brand awareness, brand association, brand perceived quality, and brand loyalty jointly affect on the students satisfaction, and partially the most dominant factor is brand perceived quality. Satisfaction influences the BlackBerry consumers or students loyalty at STIE PMCI.