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ANALISIS TINGKAT BRAND EQUITY PADA PRODUK DETERJEN BUBUK(Studi pada Mahasiswa Universitas Muhammadiyah Malang)

ROMY, AUNUROFIK (2010) ANALISIS TINGKAT BRAND EQUITY PADA PRODUK DETERJEN BUBUK(Studi pada Mahasiswa Universitas Muhammadiyah Malang). Other thesis, University of Muhammadiyah Malang.


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These research concerning about consumer behavioral which included in the survey type, that is conduct observation, to collect data, only noted data as it is, which title “Analysis Brand Equity level at powder detergent product (study at Universitas Muhammadiyah Malang student)”. Objectives of this research to identified consumer brand awareness toward powder detergent product. The purposes of this research that wish to reach, especially, for company as consideration for management side to determine policy in the future, based on brand equity analysis brand that brand most remember, when researcher propose statement that can within effort to increase selling. Based on brand awareness result include: top of mind (puncak ingatan), brand recall (pengingatan kembali merek), brand recognition (penggunaan alat bantu), brand unaware (tidak tahu merek) can concluded that Rinso brand detergent that the first time to remembered. Rinso detergent that represent detergent brand, is the first level brand, which remembered after top of mind, when remembering detergent. Rinso detergent direct or remembering respondent to remember of detergent brand. Detergent brand is brand which never remember or unknown by most of respondent. Analysis result brand association (asosiasi merek) concluded that are related significantly with brand association of product Rinso detergent brand. Based on of result the Rinso detergent is describe that the result can associated with clean guarantee, low price or price affordable, cloth become fresh, many variant of product choices, aromatic, familiar brand or famous, most of people like, not hot in hand, many foam, not destroy the cloth color, smooth in the cloth, advertisement about Rinso detergent more often expose in the television, many variant packaging, easy to clean the cloth and most of the consumer use this product.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 30 Mar 2012 04:12
Last Modified: 30 Mar 2012 04:12

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