CONSUMER BRAND LOYALTY IN BRAND HERITAGE ATTRACTIONS: A BRAND EQUITY PERSPECTIVE

This study tries to analyze the conceptual model of brand equity, brand trust, brand satisfaction, and loyalty of Indonesian consumers to brand heritage. This research examines the direct effect of brand equity on trust and satisfaction, the direct effect of trust on satisfaction and loyalty, and the direct effect of brand satisfaction on brand loyalty. This conceptual model tests 9 proposed hypotheses. The object of this research is Brand Heritage in Indonesia. The total sample used is 270 respondents taken through the purposive sampling technique. The respondent's criteria used are respondents who have used/consumed and bought heritage brands in Indonesia. The data was obtained through the distribution of online and offline questionnaires. The hypothesis testing was carried out using structural equation modeling (SEM). Hypothesis testing using path analysis. This study found that two dimensions of brand equity, namely perceived quality and brand association, affect consumer trust and satisfaction. On the other hand, brand awareness does not have a significant effect on trust and satisfaction. Meanwhile, consumer trust also influences satisfaction and loyalty. Then, consumer satisfaction on consumer loyalty.


INTRODUCTION
In the development of behavioral research, there have been significant changes.This is a big challenge for heritage brands in Indonesia.
Previously, consumer behavior was just waiting and not participating in the production, but now consumers have started to be actively involved in various activities.This will certainly affect the use of strategies to build and maintain the superiority of a brand.
In Indonesia, several brands fall into the brand heritage category.Among This is due to the view that the brand is reliable and can meet consumer needs.
In their research, El Naggar and Bendari (2017) define brand trust as a feeling of security when interacting with a brand.

Research Framework
The research framework in this study is described in Figure 1 below:

RESEARCH METHOD
The approach used is quantitative.This quantitative research is confirmatory by collecting primary data obtained from the respondents' answers after the questionnaire was distributed.
After that, the data will be processed and interpreted.This research is a crosssection study where the research data is taken in one period.
The variables and indicators of this study are described in the table below:
Furthermore, the Djarum brand was the least rated brand by the respondents, namely 2 (7%).These results indicate that Indomie can dominate the consumer mindset compared to other heritage brands.

Validity Test
The validity test in this study was carried out using confirmatory-factoranalysis (CFA).In the test it was found that all items had a loading factor above 0.5.Average variance extract value of brand awareness (0.703), perceived quality (0.665), brand association (0.635), trust (0.691), satisfaction (0.640), and brand loyalty (0.662).Thus, all latent constructs used in this study met the criteria of AVE > 0.50 so that the existing data was feasible to use (valid).The results of the validity test are described in the following table:

Hypothesis 3:
The results of testing hypothesis 3 obtained the standardized regression weights regression value of 0.486 with a significance level of 0.000.This value indicates that perceived quality has a positive and significant impact on trust.
The resulting CR value of 5.533 is greater than ±1.96 with a probability level less than 0.05.Thus, Hypothesis 3 is supported in this study.The study The results of this study confirm that the relationship between consumers and brands is very important to note.
Especially the consumer's perception of the company's ability to produce a product, the belief that the company will be responsible and can contribute to society.These things can produce consumer satisfaction with a brand.

CONCLUSION Conclusion and Implication
The conclusions that can be drawn . One of the characteristics of a heritage band is that the brand has a long history and has been enjoyed by consumers from generation to generation.Several brands in Indonesia that have had a long enough time have a good image in the eyes of consumers.This statement is supported by a phase I survey in 2021 conducted by Top Brand Index that several heritage brands in Indonesia that are included in the top brand category in Indonesia include Teh Botol Sosro (18.6%) for the packaged tea brand category, for the bottled tea category, and the bottled tea category.ground coffee beans, namely Kapal Api (62.4%),Kecap Bango (61.6%) for the sweet soy sauce category, for the packaged instant noodle category, namely Indomie (72.9%), and so on.Referring to the previous literature, Taheri et al., (2018) said that a brand can be categorized as a heritage brand when it meets the requirements including a brand must have superior performance (track record), a brand must be able to maintain core values for a long time (longevity), a brand must be consistent in carrying out its activities and its core values do not change (of symbols), and the history of a brand is the identity of a brand (history important to identity).A brand is a very important subject that can create a positive image in the eyes of consumers.Technological progress has experienced very significant development.This is certainly an opportunity for the company but can also be a threat.During this competitive competition, it is expected that consumers will remain loyal to the heritage brands in Indonesia and still have a positive image.This study uses the dimensions of brand equity, namely brand awareness, perceived quality, and brand association.In principle, consumer satisfaction in this study is the result of a brand's ability to meet consumer expectations.According to Quan et al. (2020) satisfaction is an index of measurement made on a person's feelings after making a purchase and using a brand.created.But if the opposite, then consumers will feel disappointed with the brand.The concept of consumer relations with brands has been widely studied, especially in the concept of consumer brand trust.Referring to previous research, brand trust in this study is considered as a consumer's feeling of security when interacting with brands.

FAKULTAS
Bisnis & Akuntansi Volume 13, No.2, September 2023 This feeling of security is based on the view that a brand can be trusted and can fulfill consumer desires.The concept of brand trust has been defined in many disciplines.Of course, these definitions have different points of view.However, there are some similarities in the context of the importance of trust in human relations and its influence on human behavior (Başer et al., 2016).Brand loyalty refers to the extent to which a person is committed to a particular brand as indicated by their brand attitudes and behavior as evidenced by repeated purchases.Brand loyalty is a concept in marketing that has been demonstrated a lot as a very important concept for companies (Kandampully et al., 2015).Several studies that have been conducted by previous researchers found empirical gaps.Like the research of Han et al., (2015) and Dib & Alhaddad (2014) who found that brand awareness had a positive influence on brand trust but El Naggar & Bendary (the context of the dimensions of brand equity, there are inconsistencies in the results of research by El Naggar & Bendary (2017) find that perceived quality has a positive effect on brand trust, but the results of research by Dib & Alhaddad (2014) on mobile phones in Syria, Damascus found that perceived quality is not a factor that can affect consumer confidence.The inconsistency of research results also occurs regarding the effect of trust on satisfaction.Research conducted by Kataria & Saini (2020) found that consumer trust affects satisfaction.However, research by Pooya et al. (2020) found the opposite, namely trust does not affect consumer satisfaction.This study combining the two conceptual models carried out by El Naggar & Bendari (2017) and Quan et al. (2020).The novelty of this research lies in the conceptual model developed and the use of heritage brand objects in Indonesia.Where previously research conducted by El Naggar & Bendari (2017) was conducted in Egypt in the context of the mobile phone service industry and Quan et al. (2020) researched online shopping in Vietnam.In addition, this study examines the effect of the trust variable on satisfaction.Based on the literature study conducted, there are still very few studies that analyze the effect of trust on satisfaction, especially in the context of brand heritage in Indonesia.This study aims to determine and analyze the effect of brand equity dimensions (brand awareness, perceived quality, brand association on trust and also consumer satisfaction, to determine the effect of brand trust on brand satisfaction and brand loyalty.Then, to determine the effect of brand satisfaction on brand loyalty.
Figure 1Research Model Framework assumption of normality, and the assumption of outliers.Tests on the effect of independent variables on the dependent variable using path analysis.Several indices are used to assess the GOF of a model.The theory developed leads to the testing of models that have complex relationships between variables.This study uses path analysis with SEM.After the GOF structural model criteria are met, then further analysis of the structural model relationships and hypothesis testing can be carried out.The accepted hypothesis criteria are the critical ratio value 1.96 with probability p<0.05 (Hair et al., 2014).

FAKULTAS
al. (2020) who researched with the context of upscale hotels in Europe.The study found that perceived quality has a significant effect on the trust of hotel guests.Likewise with the research conducted by Sallam et al. (2014) in the context of the Hewlett-Packard (HP) brand in Pakistan, also found that perceived quality is a very important factor that can create consumer trust.Thus, the findings in this study emphasize that the quality of a brand is very important in creating consumer trust.In addition, the reliability, benefits and durability of a product are considered by consumers to create consumer confidence in a brand.and significant effect on satisfaction.The probability value in this test is less than 0.05 and the resulting CR is 2.054 which indicates that the resulting CR is greater than ±1.96.Based on these findings, hypothesis 4 is supported in this study.The results of this study strengthen previous research.Like the research conducted by Samudro et al. (2020) which examined the chemical industry.In addition, research by Kataria & Saini (2020) in the context of low involvement products in India also found that perceived quality had a positive effect on satisfaction.Research conducted by El Naggar & Bendari (2017) in the context of the mobile phone service industry.Research that found the same results with the findings of this study was also conducted by Quan et al. (2020) who researched online shopping in Vietnam.Sallam et al. (2014) who researched the Hewlett-Packard (HP) brand in Pakistan., Samudro et al. (2020) which examined the chemical industry.The findings of some of these studies found that perceived quality level of 0.000.This shows that brand association has a positive and significant effect on traffic.The critical ratio value is 4.462, indicating that the Critical Ratio value is greater than ±1.96 with a probability level less than 0.05.Based on this value, hypothesis 5 is supported in this study.Association to the brand is everything inherent in the consumer's imagination about a brand.This memory will certainly stimulate someone to believe in a brand.Research that found that brand association has a positive effect on brand trust was conducted by El Naggar & Bendari (2017) which was conducted in Egypt in the context of mobile phone service.Another study with similar results to this study was conducted by Madadi et al. (2021) who examined four categories of brands including cellphones, economy cars, soda, and shampoo.The findings of the study found that the abrand association affected consumer trust.The results of this study confirm that the relationship between consumers and brands is very important to note.Especially the consumer's perception of the company's expertise, the belief that the company will be responsible and can contribute to society.These things can trigger consumer confidence in a brand.indicating that the Critical Ratio value is greater than ±1.96 with a probability level less than 0.05.Based on this value, hypothesis 6 is supported in this study.Association to the brand is everything inherent in the consumer's imagination about a brand.This memory will certainly stimulate someone to feel satisfaction with a brand.Research on the effect of brand association on satisfaction was conducted by Quan et al. (2020) who examined online shopping in Vietnam.Meanwhile, in the context of the mobile phone market, Dunuwille & Pathmini (2016) found that brand associations have a significant influence on consumer satisfaction.
from this research are: (1) Brand awareness is a variable that has an influence on consumer trust and customer satisfaction but not yet significant (2).Perceived quality is a variable that has an impact on consumer trust and consumer satisfaction (3) Brand association is a variable that has an impact on consumer trust and customer satisfaction (4) Consumer trust influences customer satisfaction and loyalty.(5).Consumer satisfaction has an influence on and consumer loyalty Limitation and Future Research Future research is expected to increase the scope of research both in terms of the use of variables, research locations, the approach used in extracting information about brand heritage and the location of this research so that studies on brand heritage in Indonesia can be presented comprehensively.From a practical point of view, the results of this study provide information that it turns out that consumers of heritage brands in Indonesia are not too aware of the importance of heritage brands so that in the future the company should increase promotions and other strategies that can increase consumer awareness of the heritage brand.

Table 4 .
Convergent Validity Test Results FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS WIRARAJA -SUMENEP PERFORMANCE : Jurnal Bisnis & Akuntansi Volume 13, No.2, September 2023 September 2023shows that satisfaction has a positive and significant effect on brand loyalty.Another study that yielded the same findings as this study was also found to be conducted by Bae et al. (2020) who researched the context of cultural heritage attractions in Seol, South Korea.The study found that satisfaction affects consumer loyalty.In addition, Quan et al. (2020), Kataria & Saini (2020), and also Ahmed et al. (2014) also found similar results to this study.Referring to the findings in this study, it can be stated that customer satisfaction is a very important variable to consider because this variable can make consumers loyal to a brand.