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ANALISIS BRAND EQUITY (EKUITAS MEREK) SEPEDA MEREK POLYGON (Survei pada Masyarakat di Kota Malang)

Nurdiansyah, Arifin (2013) ANALISIS BRAND EQUITY (EKUITAS MEREK) SEPEDA MEREK POLYGON (Survei pada Masyarakat di Kota Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

In the competitive market conditions, preferences and customer loyalty is the key to the success of a brand. The prestigious brand certainly has a strong brand equity. The purpose of this study was to analyze the elements of brand equity Polygon bike is brand awareness, perceived quality, brand association and brand loyalty with a view from the perspective of the people in the city of Malang. The design of this research is descriptive qualitative primary data analyzed and converted into quantitative research location in the city of Malang, populations are those who live in the city of Malang. Data retrieval technique for distributing the questionnaire, the sample size of 100 respondents with a set amount nonprobality sampling approach. Selects respondents by convenience sampling. Data analysis using descriptive methods, tabulation frequency, and range of the scale. Research results show that the elements put the bike brand brand awareness Polygon has a Top of Mind by 58%, the elements of perceived quality bicycle brand products Polygon, where each indicator is performance, service, and durability Resilience, Reliability, Product Characteristics, Compliance with specifications, outcome scale well established range on number “4”. At the element brand association with brand image that it contains a variable associations createdquality, Design, Sports, Health, Medium, Sports, Athletes national, Modern, upper middle class, United bike, Indonesia. In the brand loyalty variable elements in the city of Malang is still at the level of habitual buyer has a value of 2,56. Strategic implications include the promotion should be made to maintain high brand awareness. With respect to perceived quality is carried out measures to strengthen every 7 dimensional perception as a strategic move to strengthen the perception of overall quality. Brand image formed by the association needs to be developed more deeply and consistently with the way these associations highlight the promotion done so brand image stronger brand bicycle Polygon. The level of consumer loyalty is still not satisfactory because it is still below the average level, the need for communication products and strategies in an effort to market products branded bicycle Polygon wider and efforts to get closer to the quality of the product. From the analysis, it can be suggested that the Company while maintaining product quality with brand expectations remain popular with consumers, maintaining customer loyalty and set the selling price of productvariety.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Economics > Department of Management
Depositing User: Fitri Ramandhany
Date Deposited: 02 Feb 2016 08:13
Last Modified: 02 Feb 2016 08:13
URI : http://eprints.umm.ac.id/id/eprint/20221

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