X is a product of ABC Company as a postpaid service provider in Indonesia. This study aims to measure the effect of Customer Based Brand Equity of the postpaid X card to the customer satisfaction and loyalty. Customer Based Brand Equity consists of Brand Salience, Performance, Imagery, Judgments, Feelings and Resonance that are connected to X customers’ Satisfaction and Loyalty with Age, Gender and Cellular Expenditure as the moderating variables. The valid data from 400 respondents to measure the effects were collected by using a set of questionnaires distributed to X customers who have become customers for more than 1 year in Jabodetabek and Jabar area of Indonesia. The data analysis technique used was Partial Least Squares, one of Structural Equation Modeling. The result revealed that the variables of brand equity that had positive influenced toward X customers’ satisfaction are imagery, judgments, feelings and resonance, while those that had no positive influences are salience and performance. Satisfaction showed positive influence on loyalty. Age and Cellular Expenditure moderated the effect of satisfaction toward loyalty, while Gender did not moderate the influence of satisfaction toward loyalty. The result of this study suggest ABC company to increase its service related to variables of imagery, judgments, feelings and resonance inorder to increase customers’ satisfaction and loyalty.
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