THE IMPACT OF BRAND AWARENESS, BRAND ASSOCIATION, SOCIAL INFLUENCE, SUSTAINABILITY AND LEADERSHIP ON BRAND RELATIONSHIP: A CASE STUDY OF TELKOMSEL FLASH’S CUSTOMERS IN PRESIDENT UNIVERSITY CIKARANG

Abstract

This research aims to test and analyse the influence of service brand equity on brand relationship: survey that make for Telkomsel Flash’s customers in President University Cikarang. This research used primary data through questionnaire of 400 respondents. The respondents were people, who have been trying in Telkomsel Flash in President University Cikarang. Statistical Product and Service Solution (SPSS) version 20.0 was used to analyse the data. The result on this research has shown that service brand equity (Brand Awareness, Social Influence, and Sustainability) have influence towards Brand relationship. Adjusted R square of 0.521 showed that 52.1% Brand relationship of Telkomsel Flash can be explained by Brand Awareness, Social Influence, and Sustainability. While the remaining 47.9% are influenced or explained by other variables not included in this research model.