MENGELOLA ASET MEREK STRATEGIK: Studi empirik pada konsumen Kecap ABC di kota Ambon

Abstract

This study stems from the decline in Top Brand Index from 2013 until the
beginning of the semester of 2014 for the category of soy sauce ABC brand .With the
decrease TBI requires the company to manage the brand as an asset to enhance brand
loyalty can be achieved. A sample of 100 respondents were selected using purposive
sampling technique was analyzed by using Partial Least Square, this research showing
that the company should be able to develop the confidence and satisfaction of its brand
in order to be able to increase the loyalty of the brand in the eyes of consumers. Brand
image positive and significant impact on brand trust and brand satisfaction. Brand
Trust have significant positive effect on satisfaction and brand layaly. But brand trust
no significant effect on brand loyalty. Implications of research and future research
agenda developed