Abstract
This study aims to analyze the role of customer-based brand equity (CBBE) in affecting customer loyalty in social security for employees. The Social Security Implementer Agency (BPJS) for Employment at Yogyakarta Branch Office is observed or this study. The research population is all participants of social security programs registered in Yogyakarta branch office. The research sample was 251 respondents who are participants of the social security program from BPJS for Employment. The research data were analyzed using the Structural Equation Model (AMOS v 23). The results of this research show that CBBE has a positive and significant effect on customer satisfaction. In addition, CBBE has a positive but not significant effect on trust and customer loyalty. Meanwhile, customer satisfaction has a positive and significant effect on trust. Furthermore, customer satisfaction has a positive but not significant effect on customer loyalty. The results of this study also show that trust has a positive and significant effect on customer loyalty.
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