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ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN MEREK ICHI OCHA

Agustin, Melia Ayu (2015) ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN MEREK ICHI OCHA. Other thesis, University of Muhammadiyah Malang.

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Abstract

This Research aims to understand brand equity consisting of the level of awereness brand, the quality of Ichi Ocha brand perception, ties in brand association that is added to Ichi Ocha and the level of their brand loyalty and to analyze brand equity Ichi Ocha in the Sub-district of DAU. From the research that is obtained through data collection is a tool with using a questionnaire that is represented by 100 respondents. Brand equity Ichi Ocha to the community can be see throgh elements brand equity. The level of awareness a brand that analyzed the use of tabulating the frequency of it can be said is still in the level of the brand recall and brand recognition, Ichi Ocha brand not capable of being a brand that was best remembered by the consumer. The quality of brand perception Ichi Ocha measured using the span of scale can be said for the overall good indicators “taste and flavor green tea that is typical” having perception very good in the eyes of consumer. Brand association of Ichi Ocha which consisted of six association having the relationship between associations brand Ichi Ocha that has been calculated using Cochran Q-Test with the Q count > Q table ; 11.953 > 11.070. Brand loyalty of Ichi Ocha still included in the level of satisfied in consuming drinks green tea in packs Ichi Ocha and at any time can devolve brand.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 15 Mar 2016 03:23
Last Modified: 15 Mar 2016 03:23
URI : http://eprints.umm.ac.id/id/eprint/20811

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