ANALISIS EKUITAS MEREK SABUN MANDI LUX(Studi Pada Mahasiswi Universitas Muhammadiyah Malang)

Ramadani, Elok Ridaning (2007) ANALISIS EKUITAS MEREK SABUN MANDI LUX(Studi Pada Mahasiswi Universitas Muhammadiyah Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

In the centre of emulation of the market enough oppress company have to development marketing strategy especially his brand. This matter because moment consumer buy the product more consider the brand. Company cope to enter his brand in consumer memory, however don't always yield brand awareness wanted by the company. Intensity excelsior experience of consumer will progressively the impression good which given by brand, hence awareness consumer will high. Company will enjoy the marketing expense is small relative at level brand awareness and brand loyalty. This research concerning brand equity soap brand Lux, his analysis use brand awareness, brand association, brand loyalty and perceived quality. This research use the descriptive statistical analysis and simple tabulation analysis. The method used with interview and propagate quisioner accidentally sampling to all Faculty in Muhammadiyah University of Malang. From the research result is to be obtained the result at variable brand awareness, soap Lux is top of mind by responder that is equal to 50%, brand recall 48,18%, brand recognition counted 1,82%, all responders remember the soap brand Lux because the unaware of brand equal to 0%. From result analyse concerning brand association by using statistical analysis deskripif responder associaty brand Lux with beauty counted 54,55%, affluence counted 48,18 %, star counted 46,36 %, soap of 40 %. Analysis concerning brand loyalty obtained the result at indicator switcer buyer equal to 39,09%, habitual buyer equal to 50,91%, liking the brand equal to 54,54%, commited buyer equal to 67,27%. Last analysis is perceived quality of result that product performance indicator fragrant soap, make the clean body, and make the soft husk. At indicator as according to specification express that soap Lux don't make the scaly husk, is not running dry, not hot. This Reliability indicator is equal to other soap brand. Resilience soap indicator Lux this diffraction go along way though is often weared to be compared to the other soap brand. Indicator soap end result Lux not yet according to among the advertisement presented with given by the reality of consumer.

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: 27 Jun 2012 02:32
Last Modified: 27 Jun 2012 02:32
URI: http://eprints.umm.ac.id/id/eprint/9727

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