IMPLEMENTATION OF INTERVENING VARIABLES AS AN INCREASE IN BRAND ASSOCIATON IN CUSTOMER LOYALTY TO SUPPORT THE LAW ON CONSUMER PROTECTION
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Abstract
The role of the brand is no longer just as a name or as a differentiator with competing products to Support the Law on Consumer Protection. But it has become a determining factor to be a "trend setter" in the industrial field. Many companies are successful because they have a brand reputation, so they can open distribution in other cities and even in other countries by attracting target customers through the strength of the brands they have a brand that has achieved high equity is a valuable asset for the company. For this reason, maintaining and increasing brand equity is not an easy job because what is faced is customer expectations. Consumers will feel "familiar" with the brand name that first entered the market, even if the brands that entered later perform better. This will lead to the creation of great loyalty to the first brand and manufacturer. Customer loyalty becomes the key to success not only in the short term but a sustainable competitive advantage. An example is Rexona deodorant, which was the first deodorant soap to enter the Indonesian market. When then the number of brands known to consumers is increasing, the role of the brand can be expanded so that it can provide certain associations in the minds of consumers. A brand will often be associated with specific functions and images.
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