ANALISIS ELEMEN BRAND EQUITY DAN HUBUNGANNYA DENGAN LOYALITAS PELANGGAN PRODUK EIGER

Abstract

This study is a research that aims to analyze the perception of brand
equity elements and their relationship with customer loyalty of Eiger
products to students of Economics Education FKIP Untan. The
method used in this study is a qualitative research approach, namely
research procedures that utilize descriptive data in the form of written
or spoken words from observable people and actors. The form of
research used is a case study. The object of this research is the
economic education student of FKIP Untan who has previously filled
out a google form to complete pre-research data and is looking for
Eiger users with the criteria of having at least 2 Eiger products. The
number of students who became informants in this study were 11
people. The results obtained are all elements of brand equity have
positive perceptions of users, in this case students of Economics
Education FKIP Untan.