Abstract
National competition has required companies to be able to maintain the distribution of existing products that exist in the market, to remain stable and even increase their sales. Brand equity is the value of a brand based on the extent to which the brand has perceived brand quality, brand associations, brand loyalty and brand awareness in marketing its products. In conditions of increasingly widespread brand competition in cement commodity products, companies must have a strong brand (high brand equity) and loyal customers (high customer loyalty). There are 4 dimensions of brand equity, namely perceived brand quality, brand association, brand loyalty and brand awareness. This research aims to prove whether brand equity has an effect on Semen Gresik customer satisfaction, thereby forming loyal consumers. The stages in this research include distributing questionnaires to Semen Gresik customer shops and processing the questionnaires using descriptive analysis. Processing via PLS software in SEM (Structural Equation Modeling) to find out whether brand equity has a big influence in forming customer satisfaction and customer loyalty. From the research results, it is known that Semen Gresik products have reliability which can create good perceived quality for their customers, are the best sellers for sale to customers and Semen Gresik products do not pose a risk of storage in warehouses (brand association). Semen Gresik customers show their loyalty by showing that they continue to sell Semen Gresik products even though there are many other brands on the market and are willing to buy Semen Gresik products if they release the newest brand (brand loyalty). Many customers do not feel disadvantaged in selling Semen Gresik products so that customers have satisfaction from selling Semen Gresik products because they meet their expectations (customer satisfaction) and loyalty to Semen Gresik products is shown by the behavior of customers who will continue to buy and sell Semen Gresik products in future (customer loyalty)
