ANALISIS TENTANG BRAND EQUITY PADA BAKSO KOTA CAK MANDI MALANG

PRASETIYA, INDRA (2008) ANALISIS TENTANG BRAND EQUITY PADA BAKSO KOTA CAK MANDI MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

The research was survey, where the writer did observation in data collection. The writer only noted the data just the way it was, analyzed, and interpreted the data just like what the writer had done in “Bakso Kota Cak Man” Malang, titled “Analysis about Brand Equity at Bakso Kota Cak Man” Brand Awareness analysis included : top of mind, brand recall and brand unware, there could be concluded that Bakso Kota Cak Man Malang has known well by the consumer. Bakso Kota Cak Man Malang was the first brand while the respondent remembered again meatball restaurant without any outside influence. Meatball Restaurant “Ratu” was the un-remembered brand while the writer asked question about Meatball restaurant name. Bakso Kota Cak Man has created good quality impress to the consumer, it was proven by brand perceived quality analysis, where most of the respondents stated that meatball product which easy to chew, proper ingredients, meat containing in the meatball, variance of taste, perceptive employee in customer service, and employee’s friendly attitude in service, Bakso Kota Cak Man brand was more competent than another brand, the product also cheaper, easy to get product (the amount of outlets), and the latest meatball product, roasted meatball. Analysis of brand association to Bakso Kota Cak Man Malang showed that Bakso Kota Cak Man brand image consisted of : cheaper price, meat containing, various taste, loved by many people. Bakso Kota Cak Man Malang has created consumer loyalty. The result could be concluded from brand loyalty analysis which was showed that most of the customer chose Bakso Kota Cak Man brand because they used to, like the brand and they wouldn’t buy another brand. According to above conclusion, there were some suggestions : there hoped that Bakso Kota Cak Man owner consistent in hold the image or the name of meatball used, real effort which could be done was keeping the quality whether product or aroma. There hoped that Bakso Kota Cak Man owner to keep the customer loyalty by keeping the cheaper price product, permitted, and offered various meatball ta.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Anggit Aldila
Date Deposited: 28 May 2012 03:19
Last Modified: 28 May 2012 03:19
URI: http://eprints.umm.ac.id/id/eprint/6006

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