Abstract:
This study aimed to determine the effect of brand equity on customer loyalty AXIS prepaid cards in Pekanbaru. Research with Brand Equity as an independent variable consisting of four variables, they are, Brand Awareness (X1), Brand Association (X2), Perception of Quality (X3), and Brand Loyalty (X4), and Customer Loyalty as the dependent variable. Data collected through a survey using questionnaires to AXIS card users in Pekanbaru. The sampling technique used was purposive sampling and by using the theory of hair then obtained as samples 112 respondent.
Based on the results of the regression analysis can be seen that there is an influence of brand equity on customer loyalty rejected, because of the four brand equity variables studied, only the Brand Association and Brand Loyalty a significant effect while 2 other variables do not have a significant effect on customer loyalty. That is the t table is 1.9824, and the t value of brand equity variables include: brand awareness 1.039, 2.189 brand association, perceived quality 0.996, and brand loyalty 6.657. then simultaneously show that of brand awareness, brand association, perceived quality, and brand loyalty affects customer loyalty count 38.810 F > 2.46 F table.
The test results showed adjusted R square of 0.592 or 59.2%, it mean that the dependent variable (Y) is affected by the independent variable by 59.2% while the remaining 40.8% is influenced by factors / variables that are not observed. the last conclusion is Brand loyalty has the most influence on customer loyalty cards prepaid AXIS in Pekanbaru city.
