PENGARUH EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN PRODUK ULTRA MILK PADA PT. ULTRAJAYA MILK INDUSTRY & TRADING COMPANY

Brand Equity is one very important asset as basic of continual competing at global time. In the public session, brand equity could be growth up or lessening value for company and customers.

The purpose of this research is : know the brand equity of ultra milk at Management Study Program at Faculty of Economics UNIKOM, know the degree of ultra milk customer loyalty at Management Study Program at Faculty of Economics UNIKOM and to know the influence of brand equity on customer loyalty at Management Study Program at Faculty of Economics UNIKOM.

The method that used on this research is descriptive and verification. Descriptive method has done to get the sample about brand equity and customer loyalty. And verification method has done to know relation of variable from statistic calculation. All data was getting from library study, questionnaire and observation and to analyze data has used rank spearman correlation and in help with SPSS 11.0 for Windows program. The research has got about 90 sample of correspondence with error percent 5%.

Based on the research could be know the degree of relation for brand equity with the customer loyalty has viewed between two variable was very strong and one way. And influence of brand equity was getting value for 36,24% and the remains for 63,76% influenced by the other factor like customer satisfied and customer decision. It means that brand equity has given will stronger on influence for customer loyalty of ultra milk.