The Role of Customer Based Brand Equity Towards Donator Loyalty in Lazismu, Central Java

This study aims to analyze the Role of Customer Based Brand Equity (CBBE) on Donor Loyalty at Lazismu, Central Java. A quantitative approach was used for the research method. The number of samples taken was 246 respondents through online questionnaires and analyzed by structural equation modeling (SEM) processed with AMOS 24.0. The SEM analysis results showed that of the 10 hypotheses analyzed, the results obtained were Institutional awareness, Staff Behavior and Institutional Image had a positive and significant effect on CBBE, Perceived Quality had a positive but not significant effect, CBBE had a positive and significant influence on Donor Satisfaction and Donor Loyalty, Donor Satisfaction has a positive and significant effect on Donor Loyalty, Donor Trust has a negative but not significant effect on Donor Loyalty, CBBE has a negative and significant influence on Donor Trust and Donor Satisfaction has a positive and significant effect on Donor Trust.