ANALISIS EKUITAS MEREK DAN LOYALITAS PELANGGAN KARTU PRABAYAR XL (STUDI KASUS MAHASISWA FAKULTAS MIPA UNIVERSITAS DIPONEGORO)

Abstract

With the great amount of market competitor, it will increase the sharpness of the competition between brand that exist at the market and only he brand that have the strong equity that will stay in competition, to grab and own the market. Brand equity is a tool of asset and Brand Liabilliy that Connected with a brand and their Symbols that able to add or reduce the value that given by a product. Brand equity consists of dimensions of brand awareness, brand associations, perceived quality, brand loyalty. Brand loyalty is the size of faithful, nearest or the connection of the customers to a brand. This experiment was use to know about the model of dimensions relationship of a brand equity. And to know about the chance of prepaid card movement of the last 6 month and how are the growth of the prepaid card for the short period and for the long period. The data collected through survey by using the questionnaire to the University student of MIPA Faculty at the Diponegoro University. To drawn the relation of the main dimension brand equity we use the ordinal logistic regression analysis, and to knowing the chance of movement, to know the growth of prepaid brand the markov chain analysis were used. The likelihood ratio test result and the wald ordinal logistic regression test shows that the variable which have signification influence to XL prepaid brand equity was the brand awareness and brand associations. The highest probability of XL prepaid card users that was committed buyer are 0, 2698. According to the steady state and the first passage time condition, for the long and short period the XL prepaid card is likely.