ANALISIS BRAND EQUITY (EKUITAS MEREK) PADA PRODUK MIE SEDAAP (SURVEI PADA KONSUMEN MIE INSTAN MEREK MIE SEDAAP DI KOTA MALANG)

Adhari, Zikrullah (2010) ANALISIS BRAND EQUITY (EKUITAS MEREK) PADA PRODUK MIE SEDAAP (SURVEI PADA KONSUMEN MIE INSTAN MEREK MIE SEDAAP DI KOTA MALANG). Other thesis, University of Muhammadiyah Malang.

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Abstract

This study is a descriptive survey method, this research entitled " Analysis of Brand Equity to the Brand Product of Mie Sedaap (Survey on Consumer of Mie Sedaap Brand Instant Noodles in Malang City)". The purposes of this study were to determine the level of awareness of the brand of instant noodles Sedaap by the consumers, want to know the perceived quality of brand of instant noodles Sedaap by the consumers, want to find out the attribute any of the names of brands of instant noodles Sedaap association with consumers so that build brand image, and want to know the level of loyalty Sedaap noodles by the consumer. The method of analysis used to analyze each element of brand equity include frequency tabulations and Cochran test. Tabulation of the frequency used in the formulation of the problem to determine the level of brand awareness, brand loyalty and perceived quality. Cochran test used in the formulation of a problem to find out or test the significance of the relationship of each association of a brand of instant noodles Sedaap. From the results obtained that the results of analysis include brand awareness top of mind, brand recall (remembering back to the brand), brand recognition (recognition brand), unaware of the brand (does not recognize the brand) can be concluded that the Sedaap noodles have been known both by consumers and consumers feel safe using the brand which is more memorable or familiar. Mie Sedaap has created customer loyalty, a conclusion can be determined from analysis of brand loyalty which showed that most respondents stated loyal to purchase and consume products Sedaap noodles brand. Noodle brand instant noodles Sedaap has created the impression of good quality to consumers, it is evident from analysis of perceived quality, where the majority of respondents agreed that good taste Sedaap noodles, noodles Sedaap want to try again because the scent can arouse appetite, and noodles Sedaap have good durability during the packaging still sealed. Results of analysis of brand association Sedaap noodles brand shows that the attributes that make up the brand image are extra fried onions, Sedaap writing listed on the packaging and slogan of Sedaap noodles.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 02 Apr 2012 03:38
Last Modified: 02 Apr 2012 03:38
URI: http://eprints.umm.ac.id/id/eprint/1532

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