Correlation of Brand Equtiy Dapp with Customer Satisfaction in Bandung

Abstract

A strong brand equity will provide value, both to customers and to the company.Correlational quantitative studies are the steps used in researching brand equity correlations with customer satisfaction. Find out how the correlation of two variables to each other. This provides clear evidence through the data used. Data collection techniques through questionnaires and data processing through the measurement of statistical data into a big conclusion. Population and sample in this research is Dapp consumer, so to measure variable satisfaction will be more accurate because move through those who have bought or use Dapp product precisely in Bandung. Data obtained through questionnaire results directly with a total of eighty respondents. In addition, the data also obtained through the documentation of asset assets of the brand.The purpose of this study is to determine whether there is a correlation between brand equity with customer satisfaction, which if translated to find out the correlation brand awareness, perceived quality, brand association, brand loyalty with customer satisfaction Dapp in Bandung. The result of research shows that there is a correlation between Dapp brand equity with customer satisfaction in Bandung. Precisely with rtotal (0.643)> rtabel (0.00) indicating H0 is rejected and H1 accepted. This makes the brand equity well categorized because with aspects in it also has a good correlation quality with the variable satisfaction so as to provide a strong correlation between brand equity with customer satisfaction.Based on the results of the research conducted, it can be concluded that there is a correlation between aspects of brand awareness with customer satisfaction Dapp in Bandung, with the results of a strong correlation based on aspects of top of mind, brand recall. Then perceived quality aspects also have a strong correlation based on aspects of trust, product dynamics, and customer attitude. The third is the aspect of brand association with strong correlation also based on the aspect in which is, brand image, product price, brand value, product advantage, and packaging of brand or product. Fourth is the aspect of brand loyalty with strong correlation also based on the aspect in which is the frequency of habitual buyer, satisfaction level of buyer, likeness of liking the brand, and loyalty level of committed buyer. Dapp brand liability is an important factor. Where customer satisfaction is created through brand liability.