Paper Title
Effect of Brand Equity on Firm Performance in Telkomsel using Customer-Based Brand Equity (CBBE) Model

Abstract
Indonesia can step to the next level of economic growth by going digital. Telecommunication is a good way to reach the next level of economic growth through digital way. As the biggest telecommunication company in Indonesia, Telkomsel can maximize the performance because it is really impact to Indonesia telecommunication sector and it can impact the economic potential too. Brand equity is really important for Telkomsel because it is affected to firm performance of Telkomsel. This study aimed to find the empirical evidence relationship between brand equity and firm performance. Keller’s CBBE approach is used and measured using questionnaire developed from scaled. This study is using SEM Smart PLS as the methodology. As a result, it has been seen that the component of Keller’s CBBE positively affect firm performance of Telkomsel. Keywords - Telecommunication; Brand Equity; Firm Performance; Customer-Based Brand Equity; CBBE