| dc.description.abstract | It has been commonly accepted that computer needs are no longer subsidiary needs for people in Yogyakarta. The enthusiasm and high response to dynamic of computer trend made computer to be categorized as primary needs instead of secondary as the other city beside Yogyakarta may perceive. In many businesses, the most important assets are the brand name and what that brand represents. Brand becomes important attribute to consider, since the other attribute of competition such as product feature is relatively easy to imitate. This possibly happens since brands contain "intangible value" such as emotion, expectation, belief, and perceived quality. There are several microchip processor brands in the market, but only some of them that customer know well. It is because the promotion and the quality of the products from some brands are better than the others brand, which drive some consumers become reluctant to purchase the unknown brands.
This research was conducted in order to examine the relationship between brand equity (identification, trustworthiness, image, value, and performance) to customer loyalty and to find out the dominant factor of brand equity attributes that influence most to customer loyalty. As several studies on similar topic have been conducted in other countries by using different types of product, this research is expected to provide a replicate study on the analysis of brand equity attributes in relation to the customer loyalty of Indonesian people especially in Yogyakarta.
There are two brands that are evaluated in this research, the AMD and Intel microchip processor. The primary data in this study is collected from a survey of 100 respondents in Yogyakarta, Indonesia. The respondent's rate the brand equity attributes: identification, trustworthiness, image, value, performance and also rate the customer loyalty. Further, all data is evaluated by using multiple linear regressions and simple tinier regressions to analyse its effects on the customer loyalty.
Based on the research finding and the analysis, it is found that the brand equity has a significant relationship on the customer loyalty. The most dominant factor of brand equity dimensions on customer loyalty for both AMD and Intel is value. Jn addition, customers are less considering about trustworthiness variables when they intend to become loyal to the processor product. Both in AMD and Intel trustworthiness are in the lowest rank.
It is concluded that the value is appearing to have the strongest effect to the customer loyalty in computer microchip processor. Therefore, marketers must be prepared and must focus on detail and comprehensive knowledge of the value of their products to be promoted to customer. By understanding the complete information about brand equity, a marketer will be able to make the right strategy and appropriate effort of advertisement or other promotional action to increase the brand equity. Nevertheless, the company should not focus their concern on the value alone, as it is used to be believed as the main factor that will trigger the customer loyalty, but should also optimize the other variables of brand equity, especially performance and image to have the optimum effort of purchasing stimulation. Customer should have adequate knowledge of all information and knowledge of the product before they tend to become loyal to the product. Sometimes the higher price product does not mean higher capabilities compared to lower price products, it depends on the customer's need and aim in using the product. | en_US |
