PENGARUH CUSTOMER BASED BRAND EQUITY TERHADAP CUSTOMER LOYALTY PADA OPERATOR SELULER DI INDONESIA THE INFLUENCE CUSTOMER BASED BRAND EQUITY TOWARD CUSTOMER LOYALTY IN SERVICE PROVIDER IN INDONESIA Nasya Nirma Sari 1 , Indira Rachmawati S.T., M.S.M. 2 Prodi S1 Manajemen Bisnis Telekomunikasi dan Informatika, Fakultas Ekonomi dan Bisnis, Universitas Telkom nasyans152@gmail.com 1, indira.rach@gmail.com 2 Abstrak Para perusahaan operator seluler di Indonesia saling bersaing untuk mendapatkan pelanggan yang sebagian besar pasar dikuasai oleh operator seluler GSM. Para operator seluler bersaing secara kompetitif dalam segi tarif dan layanan. Layanan dan tarif yang ditawarkan oleh para operator seluler tidak jauh berbeda. Oleh karena itu disini merek memiliki peran yang sangat penting karena dapat menjadi faktor pembeda dari pesaing. Merek produk yang memiliki keunggulan atau nilai lebih akan menciptakan ekuitas merek yang kuat sehingga mampu menimbulkan sikap positif kepada pelanggan yang selanjutnya menciptakan loyalitas pelanggan. Penelitian ini bertujuan untuk mengukur customer based brand equity, customer loyalty dan pengaruh customer based brand equity terhadap customer loyalty pada operator seluler di Indonesia. Teknik pengambilan sampel pada penelitian ini adalah nonprobability sampling dengan jenis convenience sampling dengan jumlah responden sebanyak 385 orang. Data diolah menggunakan metode analisis jalur. Berdasarkan hasil penelitian menunjukan bahwa customer based brand equity yang terdiri dari brand awareness, perceived quality, brand association dan brand loyalty secara simultan berpengaruh terhadap customer loyalty. Hal ini berarti bahwa customer based brand equity mampu mempengaruhi customer loyalty pada operator seluler di Indonesia. Ekuitas merek dari operator seluler yang dipasarkan sudah menimbulkan sikap positif pada pelanggan sehingga pelanggan merasa lebih baik menggunakan produk yang berujung menciptakan loyalitas pelanggan. Kata Kunci : Customer Based Brand Equity, Customer Loyalty Abstract The service provider’s company in Indonesia are competing to get customers that the most of the market is dominated by GSM service providers. Service providers are competing competitively in terms of tariffs and services. Services and tariffs offered by service providers are not much different. Therefore, the brand has a very important role because it can be a differentiating factor from competitors. Brand’s product that has advantage or more value will create a strong brand equity so it can cause a positive attitude to the customer which in turn creates customer loyalty. This research aims to measure customer based brand equity, customer loyalty and the influence of customer based brand equity toward customer loyalty in service provider in Indonesia. The sampling technique in this research is nonprobability sampling by the type of convenience sampling with the number of respondents as many as 385 people. The data was processed using path analysis. Based on the results of the study indicate that customer based brand equity consisting of brand awareness, perceived quality, brand association and brand loyalty simultaneously affect the customer loyalty. It means that the customer based brand equity can influence customer loyalty in service provider in Indonesia. Brand equity of the service providers who marketed already causing a positive attitude to the customers so that customers feel better using a product which led to create customer loyalty. Keywords : Customer Based Brand Equity, Customer Loyalty 1. Pendahuluan Perkembangan industri operator seluler di Indonesia semakin maju dan pesat. Akibatnya industri operator seluler di Indonesia saling bersaing untuk memenangkan persaingan. Para perusahaan operator seluler saling bersaing untuk mendapatkan pelanggan melalui tarif dan layanan. Diantara banyaknya operator seluler di ISSN : 2355-9357 e-Proceeding of Management : Vol.4, No.1 April 2017 | Page 32 brought to you by CORE View metadata, citation and similar papers at core.ac.uk provided by Open Library