<![CDATA[Denso is a leading car Air Conditioner (AC) brand in Indonesia, which has collaborated with top car producers such as Mercedes Benz, Mitsubishi, Toyota, Daihatsu, Honda, Isuzu and Nissan. This research was performed to review, elaborate and create an analysis on Brand Equity impact to Customer Loyalty based on the Customer Satisfaction levels in Denso AC Spare Parts. The population used in this research is all car owners that use Denso AC in Pekanbaru, while the samples were taken using purposive sampling methodology. Based on the selected criteria, 207 customers were selected as the research sample. This research used primary data collected using closed questionnaire method, the 1-5Likert scale and Structural Equation Modelling (SEM), which was subsequently processed using PLS 7.0 Warp Software. This research also used secondary data to assess the primary data’s theoretical implication as well as for further discussion on the impact of Brand Equity in Customer Loyalty based on Customer Satisfaction. The path analysis results showed that Brand Equity (X) significantly impacted Customer Satisfaction (Y1); Brand Equity (X) significantly Customer Loyalty (Y2); Customer Satisfaction (Y1) significantly impacted Customer Loyalty (Y2); and Brand Equity (X) significantly impacted Customer Loyalty (Y2) through Customer Satisfaction (Y1). Therefore, Denso should maintain its Brand Equity to ensure an increase in both Customer Satisfaction and Customer Loyalty. As reflected from the low R-Square coefficients, the next researcher should be advised to use additional endogenous variables, such as price and marketing mix variables which are expected to increase Customer Satisfaction and Customer Loyalty. Denso adalah merek terkemuka untuk suku cadang Air Conditioner (“AC”) mobil di Indonesia yang telah bekerja sama dengan produsen mobil top diantaranya seperti Mercedes Benz, Mitsubishi, Toyota, Daihatsu, Honda, Isuzu dan Nissan. Penelitian ini bertujuan untuk mengkaji, menjelaskan kajian dan tentang pengaruh Ekuitas Merek Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Suku Cadang AC mobil Denso di Kota Pekanbaru. Populasi dari penelitian ini adalah seluruh pemilik AC mobil Denso yang berada di kota Pekanbaru. Teknik pengambilan sampel yang digunakan adalah teknik purposive sampling. Dari kriteria yang ditentukan, 207 pelanggan terpilih sebagai sampel penelitian. Penelitian ini terdiri dari data primer dan data sekunder. Data dikumpulkan dengan menggunakan kuisioner tertutup dengan skala Likert 1-5. Penelitian ini menggunakan Structural Equation Modelling (SEM) dan diproses dengan bantuan PLS 7.0 Warp Software. Hasil analisis jalur menunjukkan bahwa Ekuitas Merek (X) berpengaruh secara signifikan terhadap kepuasan pelanggan (Y1), Ekuitas Merek (X) berpengaruh signifikan terhadap Loyalitas Pelanggan (Y2), Kepuasan Pelanggan (Y1) berpengaruh signifikan terhadap Loyalitas Pelanggan (Y2) dan Ekuitas Merek (X) berpengaruh signifikan terhadap Loyalitas Pelanggan (Y2) melalui Kepuasan Pelanggan (Y1). Berdasarkan hasil penelitian diharapkan pihak Denso dapat mempertahankan Ekuitas Merek, sehingga Kepuasan dan Loyalitas Pelanggan meningkat. Dilihat dari rendahnya nilai koefisien rata-rata atau R-Square, disarankan kepada peneliti selanjutnya untuk menambah variabel endogennya misalnya variabel harga dan bauran pemasaran lainnya yang dinilai mampu meningkatkan pengaruhnya terhadap variabel kepuasan dan loyalitas pelanggan.]]>
