ANALISA PERBEDAAN BRAND EQUITY ROKOK MEREK A MILD DENGAN CLAS MILD(Studi pada Mahasiswa Universitas Muhammadiyah Malang)

FAJAR, MUHAMMAD MAHBUB PUTRA (2010) ANALISA PERBEDAAN BRAND EQUITY ROKOK MEREK A MILD DENGAN CLAS MILD(Studi pada Mahasiswa Universitas Muhammadiyah Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

Number of existing brands in the market would have an impact on competition is growing. This phenomenon would require tobacco companies to continue to strengthen the brand equity of its products, if you do not want their products will fail in the market. The stronger the brand equity of the product it will be stronger attractiveness of products to attract consumers to consume products that will ultimately affect the size of the level of corporate profits. Brand equity can also trigger, or hatred toward brand loyalty. Element brand equity consists of brand awareness, perceived quality, brand and brand loyalty association. The fourth element of their brand equity could serve as one of capital to determine the company's competitive and comparative advantages. From the research results can be known that in general the A Mild cigarette brand equity is higher than on brand equity Clas Mild cigarette brand. Besides, based on different test - average is known that there was not a significant difference in brand equity of these two brands of cigarettes in terms of perceived quality, brand association, and brand loyalty with their count values 1.630; 1.010, and 0.857 respectively with a value of 1.671 t table

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: 13 Apr 2012 02:09
Last Modified: 13 Apr 2012 02:09
URI: http://eprints.umm.ac.id/id/eprint/2128

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