ANALISIS BRAND EQUITY ( EQUITAS MEREK )TELEPON SELULAR MEREK NOKIA STUDI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG

Ariffianto, Ade Yudha (2008) ANALISIS BRAND EQUITY ( EQUITAS MEREK )TELEPON SELULAR MEREK NOKIA STUDI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

This research title is Brand Equity Analyze of Nokia. The purpose of this research is to describe the brand equity of Nokia from Muhammadiyah University of Malang students perspective by using four variables; brand awareness, brand association, brand loyalty, and brand perceived quality as variables of brand equity. To analyze brand awareness, brand loyalty, and perceived quality variables researcher use table of frequency by calculating the respondents answers, then to analyze brand association researcher use Cochran Test in order to find which association is significant to recognize Nokia. Results form each analyze shows Nokia has high equity. From brand awareness, the Top of Mind indicators showed in the attachment, majority respondents included in the Top of Mind category in amount of 87. the calculation of the table to analyze brand loyalty, shows 16 respondents recommend Nokia brand to others according to their experience during they use Nokia. Then, 25 respondents feel proud to own and use Nokia than other brand of cellular phone, so the position in the level of Brand Loyalty is in the Commited Buyer. Perceived Quality analysis shows Nokia is perceived as a good performance, less durability for its battery, wide and great distribution services, great reliability, and great physicals evidence. The results for Brand Association shows Logos, Slogans, Handset Quality, Features, Prices, and Aftersell Prices as the associations used to differ Nokia to others brand. From the analyze, we can conclude Nokia has High Equity in Brand. According to the results, the suggestion that may offer is the variables from the Brand Equity should be perform is Perceived Quality in the battery durability, because this indicator also demanded by consumer to decide which brand should they buy or use.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic > Department of Management
Depositing User: Anggit Aldila
Date Deposited: 30 Apr 2012 02:28
Last Modified: 30 Apr 2012 02:28
URI: http://eprints.umm.ac.id/id/eprint/3312

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