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ANALISIS BRAND EQUITY PRODUK ORIFLAME (Studi pada Mahasiswi Universitas Muhammadiyah Malang)

ANGGRAINI, ASTY RAHAYU (2013) ANALISIS BRAND EQUITY PRODUK ORIFLAME (Studi pada Mahasiswi Universitas Muhammadiyah Malang). Other thesis, University of Muhammadiyah Malang.


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This research is a descriptive survey method. This study entitled "Analysis of Brand Equity Products Oriflame (Study on Student Muhammadiyah Malang)". The purpose of this study was to determine the level of awareness Oriflame lipsticks are owned by the consumers, want to know what attributes are most in the mind of consumers, want to know the perception of quality that consumers Oriflame lipsticks, and want to know the level of loyalty Oriflame lipsticks owned by consumers. The method of analysis used in each element of brand equity on Oriflame lipsticks include tabulations Frequency Test, Cochran, and importance-performance analysis chart. Frequency tabulation is used to answer the problem formulation No. 1 and 4 is to determine the level of brand awareness and customer loyalty. Cochran test is used to answer the problem formulation number 2, which tested the significance of the relationship to any association of Oriflame lipstick. Importance-performance analysis diagram is used to answer the problem formulation No. 3 is to determine consumer perceptions of quality. From these results it can be seen that the top of mind of Oriflame lipstick as many as 46 or 46% and valiabel brand loyalty study shows that respondents are categorized commited, liking the brand, satisfaction cunsomen, habitual customer, and swicher. Assay results obtained that benefit soften Cochran, youth, packaging, and remember lipstick, an association in the mind by the respondents and the brand image of Oriflame lipstick. The results of importance-performance analysis of the diagram shows that the indicators provide color and good durability are in quadrant I, which means that the interest rate is high but the indicators of performance provided Oriflame lipsticks still low.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 19 Jan 2016 08:24
Last Modified: 19 Jan 2016 08:24

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