THE IMPACT OF BRAND EQUITY DIMENSIONS TOWARD CUSTOMERS' SATISFACTION. STUDY CASE: WALL STREET ENGLISH DAGO.

• Main Author: Paula, Farla
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49083
• Institution: Institut Teknologi Bandung

Wall Street English Dago is one of Wall Street English branches in Indonesia, located in Bandung. After the change in location strategy in 2019, this branch became the only branch which has s stand alone building. According to Hasan (2013), the greater tangibility a product has, the more important the role of brand equity is. Therefore, Wall Street English Dago needs to pay more attention to its brand equity in order to gain the confidence and trust of the customers which leads to customer satisfaction. According to that fact, research about the current Wall Street English Dago’s brand equity dimensions and its implication towards customer satisfaction is conducted. This research was conducted by spreading the questionnaire with Wall Street English Dago members as targeted respondents. By using the final data from 70 respondents, the analysis data used is Microsoft Excel, SPSS which examines the hypothesist by multiple linear regression. The findings of this research indicate brand equity dimensions (brand loyalty, brand awareness, brand association, and perceived value) have a positive impact on customers’ satisfaction at Wall Street English Dago. Brand loyalty has the highest positive impact amongst the brand equity dimensions towards Wall Street English Dago customers’ satisfaction. Keywords: Wall Street English Dago, customers’ satisfaction, brand equity, and multilinear regression