Paket Lengkap Analisis Elemen Elemen Merk Equity Pada Produk Minuman Teh Dalam Kemasan Di Kota Denpasar
ABSTRACT: This research is conducted with the purpose to find out the merk equity value of each product and how are the differences between these merk 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 merk equity elements of the two products. Teh Botol Sosro has advantages in the elements of merk awareness, perceived quality and merk loyalty. While Teh Pucuk Harum has advantages in the element of merk association. Teh Botol Sosro must maintain the merk equity value of their product and needs to improve consumers’ impression towards their product merk 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: merk equity, merk awareness, merk association, perceived quality, merk loyalty
Penulis: I Putu Satya Wijaya, I Gusti Ayu Ketut Giantari
Kode Jurnal: jpmanajemendd180063
