ANALISIS EKUITAS MEREK PADA KECAP MEREK BANGO (Survei pada Konsumen Kecap Merek Bango di Kota Malang)

Prawisuda, Datu Nirmala (2010) ANALISIS EKUITAS MEREK PADA KECAP MEREK BANGO (Survei pada Konsumen Kecap Merek Bango di Kota Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

The research aimed to find out the brand awareness level of Bango Brand Soy Sauce which owned by consumer, find out what attributes of Bango brand soy sauce which associated with the consumer so it build the brand image, and find out the brand loyalty level of Bango brand soy sauce owned by the consumer. Analysis method used to analyzed all brand equity, like frequency tabulation, average, and Cochran test. Frequency tabulation used for number 1,2, and 4 statement of problems. In order to find out the brand awareness, perceived quality, and consumer brand loyalty level. Average is used for number 4 statement of problem to find out the consumer loyalty level. Cochran test is used for number 3 statement of problem, to test relation significance from all association of Bango brand soy sauce. From the result, there found that top of mind Bango brand soy sauce, there was 51 or 51% of the total respondents, perceived quality variable showed that Bango brand was quality soy sauce which showed taste nice aroma, nice viscosity, which colour is black, has nice power keep, has little of sediment, but for the protein still low. For brand loyalty variable, it showed that most of the respondents were consumers who entered in satisfied buyers level. The Cochran test showed that association created brand image were product attribute in symbol, colour of package, viscosity, nice taste, and easy to find.

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: 22 May 2012 02:40
Last Modified: 22 May 2012 02:40
URI: http://eprints.umm.ac.id/id/eprint/5661

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