THE EFFECT OF BRAND EQUITY AND AFTER SALES SERVICE TO THE LOYALTY MEDIATED BY CUSTOMER SATISFACTION (STUDY ON CUSTOMER UNIT EXCAVATOR KOBELCO)

Abstract

The purpose of observation is to analyze and describe the effect of brand equity and after sales service to the loyalty  mediated bycustomer satisfaction as meadiating variable to customer Excavator Kobelco.Population in this observation is Kobelco customer who buy Excavator unit. Analysis tool used is multiple linear regression.The result of this observation can be concluded that brand equity has positive effect to customer sastifaction, after sales service also has positive effect to customer satisfaction. Brand equity has positive effect to loyalty customer, after sales service also haspositive effect. Customer sastifaction has postive effect to customer loyalty. Customer sastifaction mediatesthe effect brand equity to the loyalty customer Excavator Kobelco, Customer satisfaction doesn't mediate the effect after sales service to the loyalty customer Excavator Kobelco.

Keywords : brand equity, after sales service, customer sastifaction, loyalty customer.