ANALISIS EKUITAS MEREK MENTARI BERDASARKAN ATRIBUT-ATRIBUT EKUITAS MEREK (BRAND EQUITY) (Studi Kasus Masyarakat Surakarta)

HP, Dara Agusta (2009) ANALISIS EKUITAS MEREK MENTARI BERDASARKAN ATRIBUT-ATRIBUT EKUITAS MEREK (BRAND EQUITY) (Studi Kasus Masyarakat Surakarta). Other thesis, Universitas Sebelas Maret.

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    Abstract

    DARA AGUSTA HP, NIM : I 0304026. BRAND EQUITY ATTRIBUTE’S BASED ANALYSIS OF MENTARI CARD (STUDY ON SURAKARTA PEOPLES AND AROUND’S). Thesis. Surakarta : Industrial Engineering Of Engineering Faculty, Sebelas Maret University, August 2009. Nowadays, competition of companies to fight over customer no longer limited to functional attributes of product, but also it relate to brand ability to give special image to user. Brand can be termed as brand equity. To win the competition, each company have to be in first line in customer mind when customer need it. To reach mentioned before, company must have strong brand equity. The main purpose of this research is to recognize the condition of Mentari card based on brand equity attributes. The model used ofthis research is Aaker (1995) for brand equity attributes. While sampling technique is purposive and accidental sampling. Analysis method refers to Rangkuti (2002). Thus, cochrain test and data tabulation of questioners are used as its tool. Result of the analysis is known that the Mentari card has reached top of mind as 58,67%. The position of brand loyalty of Mentari is habitual buyer. Based on brand association, there are three variables, that are nationwide coverage, numerous features, and affordablecall prices. Among perceived quality side, there are four variables, that are strong signal, clear sound, reliability on sending sms, and reliability on calling. While variable deputizing in the other assets of Mentari card there are two variables, that are have many outlets, and good relationship with provider, distributor, and customer. Based on analysis known that gap between product performance and company goal, and the position of brand equity attributes with compare product performance with rate of importance. This position can be described by cartesius diagram of importance performance analysis. Key word : brand equity, brand, cochrain test, Mentari card Xiii + 85 pages; 10 pictures; 26 tables; 6 appendixes; References : 12 (1995-2008)

    Item Type: Thesis (Other)
    Subjects: T Technology > T Technology (General) > T201 Patents. Trademarks
    T Technology > TA Engineering (General). Civil engineering (General)
    Divisions: Fakultas Teknik > Teknik Industri
    Depositing User: Devi Nurlita Sari
    Date Deposited: 15 Jul 2013 15:59
    Last Modified: 15 Jul 2013 15:59
    URI: https://eprints.uns.ac.id/id/eprint/4332

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