JOURNAL OF RESEARCH

EFFECT ON BRAND EQUITY CONSUMER LOYALTY IN THE BOTTLE BRAND SS STUDENTS UNIVERSTAS PALEMBANG BINADARMA

ABSTRACT
Brand equity (brand Equit) y is the value given to products and services. This value may be reflected in how consumers think, feel, and act toward the brand, price, market share and profitability dimilik company. Brand equity is an important intangible asset that has psychological and financial value for the company. If the value of the brand equity of a product or a company well in the eyes of consumers, it could lead to loyal customers in the product. Sosro bottled tea is a tea product in a bottle that was already long known among consumers, especially college students. The purpose of this study was to determine the effect of brand equity on consumer loyalty SS bottled tea brand in Palembang binadarma university students. Data collection is done * with primary and secondary uses of data, namely data collection techniques dngan obsrvasi, study Librarianship, intrnet, and distribution of questionnaires as many as 100 questionnaires. From the research that has been conducted by the author using simple linear regression formula obtained a value of 0.583 b value of 0.985, and a correlation coefficient of 0.988, this shows that the brand equity variables have a very strong cohesion with variable consumer loyalty, from detreminasi coefficient ( R2) is 97.7%, which means the contribution of brand equity to customer loyalty is huge. And from the test results 65.070 tt count> t table 1.660 with significance level of 0.000 <α = 0.05. Based on the analysis conducted in this study. The conclusion drawn is brand equity has a significant impact on customer loyalty bottled tea brand SS In Palembang Binadarma University students.

Keywords: Brand – Consumer Loyalty

Background
According to customer loyalty according to Griffin (2005:31), is the last in-depth customer commitment to subscribe again or continue to use the products / services that are consistently selected. Customer loyalty will determine whether or not a company forward in the future. Because sustainability or company will survive if it has a high level of loyalty
Corporate competition to attract consumers to consume the products produced are not only longer confined to the beginning of the function of these products for consumers, but it has been associated with a brand that can memberkan special image for consumers. The power of the brand of a product that the company is an implementation of both strategies result in the formation of the brand. Quality product will give high satisfaction for consumers. If a product has value in the eyes of the consumer, then one is remembered by consumers is the brand of a product.
Brand is one very important factor for a product or service, because the brand can be a competitive advantage for the company, a good brand is a brand that can differentiate themselves with brands from other companies. Hermawan Kartajaya dare say that the brand is more important than the product itself, he said that at the time of purchasing the product, people tend to buy the brand. (Simamora, 2001:150)
Talk about bottled tea products, there is one name that has long been attached to recently strong mind and the minds of consumers, namely Sosro. With Selogan Whatever makananya minumanya Sosro Tea bottles. Can be trusted or not Sosro biggest contribution came from the sale of tea bottle, hard to mendapakan exact statistics, but with real field almost every shop, café, cafeteria, roadside stalls selling almost everything Sosro bottled tea.
Research Objectives
The research objectives to be achieved in this study was to determine the effect of brand equity (brand equity) customer loyalty bottled tea brand SS On University Students Binadarma Palembang.
Benefits of Research
The expected benefits of the research are
a. For the authors, this study is expected to be a means of application to apply marketing theory in particular about brands (brand) and customer loyalty as well as to understand, to apply research methods sisitematis.
b. For the company as a material consideration in the manage and maintain the brand remains the customer’s choice, given the increasing competition between brands.
Basis Theory
Understanding brand equity (brand equity)
According to Kotler (2006:334) Brand equity (Brand Equit) y is the value given to products and services. This value may be reflected in how consumers think, feel, and act toward the brand, price, market share and profitability dimilik company. Brand equity is an important intangible asset that has psychological and financial value for the company.
Based on research conducted in 1993 Barwise cited by Rangkuti (2002:8), at that time many advertising practitioners use the term brand equity, and from then until now there were three theories about the widely used term brand equity, namely brand equity associated with the value of money (Financial Value), brand equity associated with the expansion of the brand (Brand Extension), and measured brand equity from a consumer perspective.
Those found using the theory of corporate financial executives will not know the value of intangible assets of the company without knowing the financial aspects of the company concerned. Financial aspect is important to know when companies make acquisitions or trying to do take over. Without knowing the value of each brand, its value will likely be under value.
The second view of brand equity is the correlation between brand equity and brand extensions. Here the brand equity is measured by the ability of the brand to support the expansion of the brand are made. The higher the value of brand equity owned, brand extension efforts, the better.
The third view is related to the consumer’s perspective on brand equity. Researchers who favor this third view according Rangkuti (2002:9) more associated with psychological problems and consumer behavior. So by looking at the behavior of purchasing decisions, marketing managers can determine how far the perception of brand equity owned by the customer to a brand. The analysis used is brand loyalty, brand dominance and brand impression as a component of brand equity.
According to Aker (Tjiptono, 2005:38) brand equity is a set of brand assets and liabilities linked to a brand, name and symbol that add to or diminish the value of a given product or service to the company and or customers of the company. According Simamora (2003), brand equity (brand equity) is also called brand value, which describes the overall strength of the brand in the market. Brand equity provides a competitive advantage for a company because people are more likely to buy products that carry the brand name well known and respected.
From the definition of brand equity on the authors conclude that brand equity is the added value given on the product or services that create a competitive advantage and have a psychological as well as the value relating to customer perception associated with the brand, the name and symbol of a product or service.
Dimensions of Brand Equity
According to Aaker (Durianto, 2001:4) There are 4 Elements of Brand Equity, namely:
1. Brand Awarness (brand awareness)
The ability of a buyer to recognize or recall that a brand is a part or particular product category.
2. Brand Association (Brand)
Imaging a brand of a particular impression associated with lifestyle habits, benefits, attributes, celebrities etc.
3. Perceived Quality (Quality Perception)
Consumer perceptions of the overall quantity or services that essentially reflects the overall consumer sentiment towards brands.
4. Brand Loyalty (Loyalty Brand)
A level of consumer engagement for brands Product or Service.
Aaker (2001) differentiates the value of the level of customer attitudes toward the brand, ranging from lowest to highest:
1. Customer will change brands, especially for price reasons.
2. Customers are satisfied.
3. Customers were satisfied and would incur a loss by changing brands.
4. Customers appreciate the brand and take it as a friend.
5. Customers are very loyal to the brand.
Brand equity (brand equity) is related to how many customers are in the 3,4, or 5. Brand equity is also related to the level of brand name recognition, perceived brand quality, mental and emotional associations are strong and the other set such as patents, trademarks and distribution channel relationships.

Consumer Loyalty
Literally meaning loyal faithful, or loyalty can be interpreted as a loyalty. This loyalty arise in the absence of coercion, but arises from the consciousness of its own in the past. The work done to create customer satisfaction is more likely to affect consumer attitudes. While the concept of customer loyalty is more about their purchasing behavior.
According to Hasan (2008:83) dedefinisikan Customer loyalty as a purchase, especially the purchase regularly and repeatedly. A customer is someone who continually and repeatedly come to the same place to satisfy his desire to have a product or get a service and pay for products or services.
Customer loyalty or customer loyalty by Widjaja (2008:6) is the customer’s attachment to a brand, store, manufacturer, service provider, or other identity based on a favorable attitude and a good response, such as repeat purchase. Based on these definitions, we can conclude that there are elements of behavior and attitudes in customer loyalty.
Loyalty is a response that can be revealed purchasing behavior constantly by decision-makers with respect to one or more alternative brands of a number of similar brands and is a function of psychological processes. It should be emphasized that it is different from the behavior of buying remanufactured, customer loyalty include aspects of feeling, does not involve the affective aspect inside Dharmesta (Dharmayanti, 2006:37-38). According to Gremler and Brown (Hasan, 2008:83) that customer loyalty is not just buying remanufactured goods and services, but also have a commitment and a positive attitude toward the company’s services, for example by recommending others to buy.
Some sense of loyalty upon the authors concluded that consumer loyalty is an attitude that became the basis of a consumer to purchase a product or service from a company, especially those that purchase regularly and repeatedly and committed and have a positive view of the company from products and services.
According to Aaker (2000:24) brand equity is able to provide its own value in the eyes of the customer or consumer of a product because:
a. Assets in Brand Equity can help customers interpret, process and store information related to your products and brand.
b. Brand equity can affect the confidence of consumers in making purchasing decisions on the basis of past experience in the use of or proximity, association with various characteristics of the brand.
c. The impression of quality and brand association can strengthen consumers with experience using it.
Tjiptono (2001:85) suggests six indicators that could be used to measure customer loyalty, namely:
1. Repeat purchases.
2. The habit of consuming the brand.
3. Always liked the brand.
4. Still choose the brand.
5. Convinced that the brand is the best.
6. Recommend the brand to others.
There are two approaches that can be used for studying brand loyalty:
1. Instrunmental conditioning approach that sees the purchase of a consistent series is brand loyalty.
Repeat purchase behavior is assumed to reflect a strong reinforcement or stimulus. Thus, measurements that one consumer is loyal or not seen from ftekuensi and consistency purchasing behavior toward a brand. Measuring customer loyalty with this approach emphasizes the behavior of the past. In there the loyalty of repeat purchase behavior, but loyalty is not only shown by the behavior.
2. The second approach is based on cognitive theory.
According to this approach, stating commitment to the brand loyalty that may not only reflected by the purchasing behavior constantly. Consumers may often buy a particular brand because they are cheap, and when the price goes up customers to switch to another brand.

Thinking Framework
American Marketing Association in Kotler (2006:332) defines a brand is a name, term, sign, symbol, or a combination of all of them, intended to identify the goods or services of the seller or group of sellers and to mendiferensiasikannya of the products or services of a competitor. One of the definitions of Brand Equity is the most dikutif definition version of David A. Aaker (Tjiptono, 2005:38) states that brand equity is a set of brand assets and liabilities linked to a brand, name, and symbol, that add or subtract the given value of a product or service to the company and or customers of the company.
Brand Equity has an important position in the achievement of corporate objectives. For companies that want to survive and move ahead to win the competition, it is necessary to know the condition of brand equity products. Strong Brand Equity will be able to develop a brand presence in any competition in the long term.
According to Kotler (2000:172) The emergence of customer loyalty to a product is influenced by some of the attributes of these products is the look, design and service, the value of brand equity of the brand and serve targeted customers in the purchase decision, but psychologically the desire of consumers to remain loyal to purchase a sourced products with a particular brand of personal factors (from the inside) such as age, occupation, economic situation and personality. If brand equity has a high level of value then customers will be loyal to the product and vice versa. Thus the relationship of brand equity on customer loyalty can be described within the paradigm (Thinking Framework) as follows:

Figure 2.1 Framework for thought.
Population and Sample
In this study the authors used purposive sampling technique. Purposive sampling was intentionally pngambilan sample in accordance with the requirements of sample is required, it can be said in plain language deliberately take particular sample (if one, meaning that the particular person) according to the requirements of (the properties, characteristics, traits, kiriteria) sample. (Sugiono 2010). The criteria is that students binadarma, students who like to consume bottled tea Sosro.
Analysis Techniques
1. Statistics deskripstif
Descriptive statistics were used to analyze statistical data in a way describes or represents data that had been collected as is without any intention to make inferences or generalizations apply to general (Sugiyono, 2010:206). Organizing, presenting, and analyzing data can be done for example by determining the average count and percent / proposition. Another way to describe the data is to create tables, frequency distribution, and a chart or graph
2. Inferential Statistics
Inferential statistics is a statistical technique used to analyze the sample data and the results are applied to the population (Sugiyono, 2010:207).
RESULTS
Based on the calculations that have been put forward by the authors, it is known that a positive effect on the brand equity of consumer loyalty brand bottled tea Sosro on university students binadarma Palembang. It can be seen from the simple regression analysis X (brand equity) to Y (customer loyalty) that systematically expressed with statistics
Meanwhile, Based on the correlation analysis shown in table 4.4 of the obtained values of correlation (R) of 0.988 indicates that the independent variables that brand equity has a very strong cohesion with the dependent variable is customer loyalty.
From the results analisisi coefficient of determination R2 of 0.977 or 97.7% means that the value – average of 97.7% of consumer loyalty diipengaruhi by brand equity, while the remaining 2.3% (100% – 97.7%) affected by variables Other variables, which does not exist in this penlitian. It shows that brand equity has a great contribution that causes consumers loyal to Botol Sosro. With the added value of being owned by a loyal consumer Sosro bottled tea in tea bottle Sosro. This could prove a theory that has been revealed by Kotler that brand equity is an important asset unfulfilled, which has psychological and financial value for the company.
The results of hypothesis testing showed that a significant positive influence between brand equity variable customer loyalty. Because the hypothesis t test results indicate that the variable X (brand equity) has a count equal to 65.070 t greater than t table is 1.660 with a t-statistic probability level 0.000 <α = 0.05 which means that Ho is rejected and Ha accepted, it is proved that significant brand equity positively influence customer loyalty Botol Sosro at Bina University students Darma Palembang.
Knot
Brand equity is the added value given to products and services. This value may be reflected in how consumers think, feel, and act toward the brand, price, market share and profitability dimilik company. Brand equity is an important intangible asset that has psychological and financial value to the company if the value of the brand equity of a product is good then customers will be loyal to the product.
Based of the results obtained, conclusions drawn from the research on the effect of brand equity on consumer loyalty brand bottled tea SS. In binadarma University students is a significant effect between the brand equity to customer loyalty bottled tea brand in the university Sosro Bina darma Palembang and brand equity provide a large contribution to the Consumer Loyalty
Suggestion
1. For further research should consider other variables related to the environment such Sosro Tea bottle, promotion, brand image (brand image). And also consider the research site or object of research not only in the University binadarma but can also install other installations just as in offices. Thus this study can be developed and can apply theories learned during the lecture bench.
2. For a company that has always tried to maintain and enhance the value of brand equity that consumers Sosro bottled tea tea bottle Sosro remained loyal / faithful to consume bottled tea Sosro. And also must have the courage to make a new breakthrough that could make consumers more interested in consuming bottled tea Sosro, such as packaging design memperbaruhi Sosro bottled tea that has long been known “because the design of the packaging is part of Equity mrek important enough to consider. The company also needs to be embodied image that tea is a beverage bottle Sosro exclusively for the development of the era seiringnya competition between brands intensifies, it could lead to the shift of consumers to another brand of bottled tea.

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