PENGARUH EKUITAS MEREK TERHADAP LOYALITAS NASABAH PADA BANK DANAMON SURABAYA

This study aims to influence the variables of brand equity on customer loyalty in Danamon bank Surabaya. The sample in this research is the customer Danamon bank Surabaya, amounting to 100 responden.Sampling techniques is purposive sampling. Types of data used are primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Hypothesis testing using f-test and t-test statistics test to prove the effect of independent variables on the dependent variable is the simultaneous and partial or individual. Results of this study found that brand awareness and brand loyalty is not proven positive effect on customer loyalty in Danamon bank Surabaya. While the brand association and perceived quality has a positive effect on customer loyalty in the Danamon Bank Surabaya. Keywords: variables of brand equity, customer loyalt