THE IMPACT OF BRAND AWARNESS, PERCEIVED QUALITY, BRAND DIFFERENTIATION, BRAND ASSOCIATION, AND BRAND TRUST ON BRAND RELATIONSHIP: A SURVEY OF BAKMI NAGA’S CUSTOMERS IN CITYWALK LIPPO CIKARANG

Abstract

This research aims to test and analyse the influence of service brand equity on brand relationship: survey for Bakmi Naga‟s customers in citywalk Lippo Cikarang. This research used primary data through questionnaire of 400 respondents. The respondents were people, who have eaten in Bakmi Naga restaurant in Citywalk Lippo Cikarang. Statistical Product and Service Solution (SPSS) version 20.0 was used to analyse the data. The result on this research has been shown that service brand equity (Perceived quality, Brand differentiation, Brand association, and Brand trust) has influence Brand relationship. Brand differentiation and Brand trust have significance influence toward Brand relationship. But Perceived quality and brand association partially do not have significance influence toward brand relationship. This research recommends to Bakmi Naga to focus on the brand differentiation and brand trust to make a good relationship toward customer.