THE INFLUENCE ANALYSIS OF BRAND EQUITY KAPAL API COFFEE POWDER TOWARDS CONSUMER SATISFACTION

Abstract

This study aims to determine the effect of brand equity consists of brand awareness, impression quality, brand associations, and brand loyalty to customer loyalty Kapal Api ground coffee products. Data were analyzed using independent samples t compare means test, chi square, descriptive statistics with SPSS version 15.0. The research method used in this study is a quantitative study in which variables are measured with a Likert scale. Data collection techniques of primary data is by distributing questionnaires, supported by interviews. The direct approach of this research is to use the case study is also supported by the survey. Processing data using SPSS software with descriptive analysis and hypotheses were tested with multiple regression analysis. The results showed that (1)collectively, no significant effect of brand awareness, perceived quality, brand associations, and brand loyalty to customer satisfaction; (2)which is also a part, there was a significant effect of perceived quality, brand associations, and brand loyalty on customer satisfaction. Brand loyalty factor has the most dominant effect on customer satisfaction.