Perceptional Components of Brand Equity and Its Influence on Brand Loyalty: A Case of Jamu amongst Gen-Z in Indonesia International Institute for Life Sciences

Abstract

Brand  loyalty  is  crucial  to company and marketing strategy as it contributes to competitive advantages for the businesses. Although the consumer-brand relationships are complicated to conjecture,  it  will  be  insightful  on  research  into  this  phenomenon.  In  Indonesia,  the  Jamu industry presents a tremendous market opportunity, and intensified competition offers an opportunity for the study on brand equity. Research on measuring brand equity will contribute to marketers  as  they  will  get  additional  insights into developing practical relationship-building strategies intending to nurture Jamu brand equity. Based on an examination of related literature, a conceptual model was formed by the researcher to examine the relationship of perceptional components of brand equity on brand loyalty. Mix-method has been utilized in this study. The measures for perceptional components of brand equity for Jamu has been investigated through in-depth interviews with students of i3L (Indonesian International Institute for Life Sciences), Whereas, measures for brand loyalty is derived from the literature review. The hypothesis of the relationship between the perceptional components of brand equity and brand loyalty is partially supported.