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ANALISIS BRAND EQUITY PRODUK SHAMPO MEREK TRESEMME

Sari, Vevi Puspita (2013) ANALISIS BRAND EQUITY PRODUK SHAMPO MEREK TRESEMME. Other thesis, University of Muhammadiyah Malang.

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Abstract

This study is based on the importance of the brand equity of a product. Without a strong brand, a quality product, at an affordable price and good placement, not to take market share is greater if the target consumers do not recognize, could not identify much less have the product brand loyalty. The importance of brands in modern marketing power sparked a war between brands intensifies between a company with a competitor. Tresemme is a brand from the United States who claim their products that can give the effect as same as salon. Issues raised in this study is the Tresemme shampoo that already has a strong brand in the United States, but in Indonesia Tresemme is a new brand, maybe not everyone know that this brand is very strong in America, and there is the possibility of consumer response in America is different from here, although the formula has been adjusted to the needs of Indonesian hair. The purpose of this study is to portray how brand equity of women using Tresemme shampoo. To illustrate brand equity on Tresemme shampoo brand can be seen from the four elements of brand equity, which is comprised of brand awareness, brand association, perceived quality, and brand loyalty. Researchers used a quantitative approach with a descriptive research. The research was carried out on students who never wear or use Tresemme shampoo residing in Bukit Cemara Tujuh Malang. The population in this study were all students who had used Tresemme shampoo, the samples is 100 people, with jugdemental sampling technique. Techniques of data collection using questionnaires is open or closed, and a Likert scale to measure the respondents' answers. Analysis tools using descriptive statistical analysis is a statistical method used to describe the data that has been collected. Based on the analysis in this study, it was concluded that the TRESemme shampoo is less well remembered by the respondents. TRESemme shampoo can also be associated with the elegant packaging design dominated by black. Of various associations owned TRESemme shampoo, TRESemme shampoo product design that has been linked most strongly to the TRESemme shampoo. Regarding the perception of quality, TRESemme shampoo has gained a good perception of the respondents due to the perceived experience. At the level of brand loyalty are still at the level of brand switcher, which at that level still allows the customer (the respondent) to switch to another brand.

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 (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 05 Feb 2016 03:43
Last Modified: 05 Feb 2016 03:43
URI : http://eprints.umm.ac.id/id/eprint/20254

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