ANALYSIS OF BRAND LOYALTY, BRAND ASSOCIATION AND BRAND IMAGE TOWARDS BRAND EQUITY ON MOBILE CELLULAR PROVIDER “XL” CONSUMER (CASE STUDY STUDENTS OF FACULTY BUSINESS IN PRESIDENT UNIVERSITY – JABABEKA)

Abstract

This research was distributed by the telecommunications industry business competition conditions from time to time that increasingly tight, so companies have to create new marketing strategies to maintain and achieve a higher market share and have a loyalty consumer. The problem of the research is what factors affect the brand equity of XL product especially on students who use the product in the Faculty of Business President University. The purpose of this research is to analyze the effect of each individual variable, brand loyalty (X1), brand association (X2), brand image (X3), towards brand equity (Y). This study data collected through questionnaire method with 315 people which are the XL product user respondents in Faculty of Business, President University by using snowball sampling method to determine the respondent's responses to each of the variables. Then conducted an analysis of the data obtained. This research uses multiple regression for calculating the result. Results of the analysis to get that three factors, brand loyalty, brand association and brand image has a positive and significant impact on brand equity. Hypothesis testing using a T-test showed that three independent variables were researcher proved to significantly affect the dependent variable brand equity. Then through F-test may note that the variables brand loyalty, brand association and brand image has influence toward brand equity, and the most significant variable is brand image.