BUILDING SARIAYU MARTHA TILAAR CUSTOMER LOYALTY THROUGH CUSTOMER INTIMACY AND BRAND EQUITY

Dita Amanah; Rd Dian Herdiana Utama; B Lena Nuryanti; Novani G S Sipayung; Dedy Ansari Harahap

doi:10.33474/jimmu.v11i1.24297

Authors

Dita Amanah Universitas Pendidikan Indonesia
Rd Dian Herdiana Utama Universitas Pendidikan Indonesia
B Lena Nuryanti Universitas Pendidikan Indonesia
Novani G S Sipayung Universitas Pendidikan Indonesia
Dedy Ansari Harahap Universitas Islam Bandung

DOI:

https://doi.org/10.33474/jimmu.v11i1.24297

Keywords:

Customer Intimacy, Brand Equity, Customer Loyalty, Facebook Community, Sariayu Martha Tilaar

Abstract

This study aims to explore and analyze the impact of customer intimacy and brand equity on customer loyalty among members of the Sariayu Martha Tilaar community on Facebook. Employing a quantitative approach, the research combines descriptive and verification methods. The study involved a population of 386 individuals, from which 186 respondents were selected using non-probability purposive sampling. Data analysis was conducted using path analysis with SPSS version 24.0 for Windows. The findings indicate that customer intimacy and brand equity both fall within the good category in terms of their influence on customer loyalty. Moreover, these two variables were found to significantly and positively affect customer loyalty, both individually and simultaneously.

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