THE IMPACT OF CUSTOMER EQUITY ON CUSTOMER LOYALTY
Tiara Oktavia, Ratih Hurriyati, Bambang Widjajanta

Universitas Pendidikan Indonesia

Abstract

This research aims to find out the influence of Customer Equity which consists of from Value Equity, Brand Equity and Relationship Equity on Customer Loyalty. This study is a quantitative research. Research conducted on Xiaomi smartphone Users in Sukabumi for 4 (four) months from September to December 2022. The population in this study are Xiaomi Smartphone Users in Sukabumi City with an age range of 15 to 39 years with a total of 141,932 people, with a research sample of 103 respondents. Data collection techniques through documentation and distributing questionnaires to respondents. Processing data in this study using multiple linear regression analysis with the SPSS 24 program. The results of the analysis show that value equity have a positive and significant on customer loyalty, brand equity have a positive and significant on customer loyalty, relationship equity have a positive and significant on customer loyalty.

Keywords: Customer Equity, Value Equity, brand equity, Relationship Equity, Customer Loyalty

Topic: Marketing Management, Relationship Marketing, Service Marketing