ANALISIS EKUITAS MEREK MINUMAN KESEHATAN WANITA KIRANTI

Suharmanto, Dany (2010) ANALISIS EKUITAS MEREK MINUMAN KESEHATAN WANITA KIRANTI. Other thesis, University of Muhammadiyah Malang.

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Abstract

In the middle of competitive market, company should develop their marketing strategies, particularly related with their brand. It concern that most consumers consider about the brand in buying products. This phenomenon has put the company of women health drink Kiranti to strengthened brand equity of their product. The higher intensity of consumer’s experience would create better image given by the brand, therefore consumer’s awareness would become particularly higher. The company will enjoy relatively smaller marketing cost in brand awareness and brand loyalty level. This study has examined brand equity of women health drink Kiranti, analysis used in this study are brand awareness, brand association, brand loyalty and quality perception. This study has used descriptive statistic analysis and simple tabulation analysis. Method used is by spreading questionnaire in accidental sampling toward female college student of Muhammadiyah University of Malang. From the result of the study it is gained that in brand awareness variable, women health drink Kiranti is top of mind product by respondent for 39%. In brand recall level, it resulting 20%, for brand recognition resulting 29% while in buying women health drink resulting 13%. From the result of the analysis about brand association using descriptive statistic analysis, respondent is buying without seeing the brand. Meanwhile, association analysis for women health drink Kiranti by using chi-square analysis means consumers which associate Kiranti with product attribute is 106% respondents, 28% respondent has associate the price and 73% respondent associate the innovation. Analysis about brand loyalty has initiate result in several indicators that is those whose changing brand 43%, those who’s buying because of a habit 36%, those who likes the brand 57%, loyal customer 35%. Last analysis is quality perception which brings result that in performance indicator about the benefit of women health drink Kiranti, most respondent has said that the drink’s benefit for the body is refreshing. In accordance with specification indicator has suggest that women health drink Kiranti after being used, most respondent has said it is health-giving. This reliability indicator is quite the same with other women health drink. Endurance indicator of women health drink Kiranti has showed endurance in long term either in hygiene and practical package. This might become the superiority of women health drink Kiranti since the accordance of the commercial and the reality given to their consumers is quite good.

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 Mar 2012 11:00
Last Modified: 22 Mar 2012 11:00
URI: http://eprints.umm.ac.id/id/eprint/970

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