JURNAL INTERNASIONAL

Abstract

In the rapid development of technology, the business world required to compete in this globalization era. The company expected to keep abreast of technological developments accompanied by producing goods that are under the times and are full of innovation. Consider, a cellphone is a necessity item that cannot be separated from daily life, of course, causing increasingly fierce competition between cellular operators to attract the attention of consumers to want to use and remain loyal to their products. The basis for think of this research with its longterm goal of creating a close and healthy relationship with consumers through brand equity. In the context of creating loyal customers, the task of marketers is always not focused on the effort to practice the marketing mix as the primary strategy. The short-term goal is to analyze the influence of brand awareness and brand associations. Concerning Sim cards, more and more choices of goods and services make possibilities moving brands are higher, customers are less loyal, so they need to get attention. The results obtained that three variables have a significant effect partially, namely brand associations with a significance value of probabilities as α of 0,000 <0.05 while the calculated value> t table is 8.871> 0.1996. The results of the t-test calculation of the Brand Awareness variable obtained the significance value of the probability α of 0.223> 0.05 while the cost of t count <t table is -2222 <0.1996.