Brand Equity Dimensions in Establish Consumer Satisfaction: Analyzing Direction and Trends in Its Influence

Published on International Journal of Economics & Business
ISSN: 2717-3151, Volume 1, Issue 1, page 161 – 169
Date: 6 October 2018
© Copyright International Journal of Zambrut

Lingga Kencana

Lingga Kencana
Faculty of Economic and Bussiness
University of Jember
Jember, Indonesia

Abstract
This study aims to determine and analyze the dimensions of brand equity in establish customer satisfaction. Research variables are brand equity dimensions which consist of brand awareness (X1), brand association (X2), quality impression (X3), and brand loyalty (X4) and consumer satisfaction (Y). Research analysis is a simple linear regression analysis (simultaneous) and multiple regression (partial), which serves to determine and analyze the direction of influence and the tendency of the influence of independent variables on the dependent variable. The results showed that the dimensions of brand equity consisting of brand awareness, brand associations, perceived quality, and brand loyalty influence the positive direction and the tendency level of influence that is relatively strong and moderate to customer satisfaction, while the dimensions of brand equity affect the positive direction and tendency level relatively strong influence on customer satisfaction.

Keywords: Brand Equity Dimensions, Customer Satisfaction, Direction and Trends in Influence

1. Introduction
Building a company that is sensitive to market desires is not easy. Even though there is no sensitivity to market desires, it is difficult to build a strong brand, because the brand is the most important dimension for a product. Brands have an important role in marketing because brands are one of the important elements in marketing a company’s products, especially for new products as a differentiator with similar products. There is a considerable distinction between products and brands. The product is only something produced by the factory, while the brand is something that consumers buy. If the product can be easily copied by competitors, the brand must always have a uniqueness that is difficult to imitate. According to Aaker (in Tjiptono, 2000:41), states a set of brand assets and liabilities relating to a brand, its name and symbol that adds or reduces the value provided by a product or service to a company or company customers. In the concept of brand equity there are 5 dimensions of brand equity consisting of 4 main dimensions and 1 dimension which are influenced by the four other dimensions of brand equity. The main dimensions of brand equity include brand awareness, brand loyalty, perceived quality, brand association, and one dimension that is influenced by the other four dimensions of brand equity, namely brand rights others (patents, trademarks, channel relationships).
Nowadays there is a growing concern for consumer satisfaction, it is seen that more and more producers are involved in meeting the needs and desires of consumer. therefore it is very important for a company to focus on paying attention to customer satisfaction. The use of brands and focus on customer satisfaction are basic factors that can encourage consumers to make purchases and shape consumer behavior. Some restaurant management in Jember Regency who use the name of the restaurant that is actually not related to the menu offered, but customers are very enthusiastic in visiting and enjoying a meal in the restaurant. Famous restaurants in Jember Regency are Bu Lanny’s Restaurant, Pak Haji Slamet Restaurant, Wong Solo Restaurant, Kalasan Restaurant, and Lestari Restaurant. This restaurant uses the name of the owner and also just the name or also not related to the various foods offered. However, it is still used as a restaurant brand ………

2. Literature Review
According to Tjiptono (2000:39) basically a brand is not only interpreted as a name but a brand is a promise of a seller or producer to deliver a series of specific characteristics or features, benefits, characteristics, services and specific services consistently to buyers or consumers. Good brands also convey additional guarantees in the form of quality assurance, because without good quality, a product will automatically disappear from the market because consumers shun it. A brand is said to be special if the consumer feels and believes that the brand is truly special or has distinctive characteristics. Meanwhile, according to Aaker (1997:9) the brand is a name or symbol that is distinguishing (such as logos, stamp, or packaging) with the intention of identifying goods or services from a seller or a particular group of sellers, thus distinguishing them from the goods and services produced by competitors or other companies.
According to Aaker (1997:22), brand equity is a set of brand assets and liabilities that relate to a brand, name and symbol, which increase or decrease the value provided by an item or service to the company and its customers. Keller (in Tjiptono 2007:111) brand equity is the effect of differentiation from a combination of brand awareness and brand meaning on customer response to brand marketing. 5 dimensions of brand equity, namely 1) brand awareness. Refers to the extent to which a brand is known or lives in the minds of consumers; 2) Brand association. Reflecting the image of a brand to a certain impression in relation to habits, lifestyle, benefits, product attributes, geography, prices, competitors, celebrities and others ……

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