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HAND BODY LOTION CITRA (Suatu Survei pada Mahasiswi Fakultas Ekonomi Universitas Muhammadiyah Malang)

Ariani, Lina (2008) HAND BODY LOTION CITRA (Suatu Survei pada Mahasiswi Fakultas Ekonomi Universitas Muhammadiyah Malang). Other thesis, University of Muhammadiyah Malang.


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This research was descriptive research with survay method. The research titled: ”Analysis of brand equity elements Citra Hand Body Lotion (Survey to the female students of Faculty of Economic University of Muhammadiyah Malang). The research was a descriptive research with survey method. The research titled ”Analysis of Brand Equity Elements Citra Hand Body Lotion (Survay to Female Students of Faculty of Economy University of Muhammadiyah Malang. The research aimed to find out the consideration level of Citra hand body lotion owed by the consumer, find out the attributes of Citra Hand Body Lotion which was associated with consumer so it shaped brand image, finding out the brand quality perception owed by consumer also to find out brand loyality level owed by consumer. Analytical method used to analyze all elements of brand equity like tabulation, frequency, cochran test and diagram analysis of importance-performance. Frequency tabulation used in 1 and four problem statement, to find out onsumer brand and loyality. Cochran test was used for second test, to test relation significance to all association. From the result found that top of mind Citra hand body lotion was 89 or 89% and brand loyality variable showed that researched respondent included to cimmited, liking the brand, satisfied consumer, habitual consumer and switcher category. Cochran test showed that association shape the brand image of Citra hand body lotion was benefit attribute, softer and moisted. Diagram Important-performance analysis showed that indicator protecting skin from UV included into I quadrant which means that importance high but performance still low. Keywords: brand equity, Citra hand body lotion

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: Anggit Aldila
Date Deposited: 28 Apr 2012 04:48
Last Modified: 28 Apr 2012 04:48

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