PENGARUH BRAND EQUITY DALAM MEMBENTUK LIFESTYLE DAN CUSTOMER VALUE PADA PENGGUNA MEREK SMARTPHONE DI KOTA PEKANBARU

Abstract

This research’s purpose is to discover and analyze the four dimensional brand equity effects which
consist of brand awareness, perceived quality, brand loyalty, and brand association, either directly towards
customer value or indirectly through lifestyle variable. This research is based on some of Pappu’s model (2005),
by using brand awareness, perceived quality, brand loyalty, brand association, lifestyle, and customer value
dimensions. Measurement is done by the convenience sampling method. Data analysis is done by Structural
Equation Modeling using Partial Least Square.The research found that the prediction model is directly in a
good state from the dimensions of brand equity with lifestyle, and only brand awareness has a positive effect
towards lifestyle. The other dimensions of perceived quality, brand loyalty, and brand association are not
significantly and positively affected directly on lifestyle. However, on brand equity, there are only two dimensions
- brand loyalty and brand association which positively affects customer value. Lifestyle dimension as intervening
variable in this research shows positive and significant effect in shaping customer value. As a whole, the model
on this research has a good predictive relevance value. In the next research, it is important to focus on creating
a non-monetary customer value. Perceived quality can be guided to increase brand loyalty and association, by
increasing brand function. Same goes with brand association, it can also be used to increase brand loyalty.

Keywords : Customer Value, Brand Awareness, Perceived Quality, Brand Loyalty, Brand Association