DAMPAK REPUTASI, KOMPTENSI, KEMAMPUAN MEMPREDIKSI DAN EKUITAS MEREK TERHADAP LOYALITAS MEREK

Abstract

The purpose of this study was to analyze the effect of brand reputation, brand predictability, brand competency, brand equity on brand loyalty. This research was conducted in the city of Ambon with a survey that is distributing questionnaires containing variables in the study to respondents. The analysis used is multiple linear regression analysis. The results showed that brand reputation, brand competency, brand prediction ability had a significant influence on brand loyalty in Ambon City at a 5% level of trust