ANALISIS ELEMEN ELEMEN BRAND EQUITY PADA PRODUK MINUMAN TEH DALAM KEMASAN DI KOTA DENPASAR
ABSTRACT: This research is
conducted with the purpose to find out the brand equity value of each product
and how are the differences between these brand equity values. This research is
conducted in Denpasar City by utilizing questionnaires. The sample size is 100
respondents using the purposive sampling method. The data is collected by
spreading questionnaires to measure 15 indicators. The analysis technique
utilized is the descriptive statistic analysis. The research results show that
there are differences in the brand equity elements of the two products. Teh
Botol Sosro has advantages in the elements of brand awareness, perceived
quality and brand loyalty. While Teh Pucuk Harum has advantages in the element
of brand association. Teh Botol Sosro must maintain the brand equity value of
their product and needs to improve consumers’ impression towards their product
brand because this concerns their product’s image. On the other hand, Teh Pucuk
Harum needs to pay attention to consumer awareness towards their products. Teh
Pucuk Harum needs to simultaneously give attention to consumer awareness
towards their product, consumer perception towards their product’s quality and
consumer loyalty towards the product as well as to maintain consumers’
impression towards their product.
Kata Kunci: brand equity, brand awareness, brand association, perceived
quality, brand loyalty
Penulis: I Putu Satya Wijaya, I
Gusti Ayu Ketut Giantari
Kode Jurnal: jpmanajemendd180063
