Analisis brand equity jamu anti masuk angin kemasan sachet di kota bogor

Nur, Handayani (2010) Analisis brand equity jamu anti masuk angin kemasan sachet di kota bogor. Masters thesis, IPB.

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Abstract

The objective ofthis research are: (1) Calculate the brand equity of catch a cold medinical herbs in Bogor, (2) Analyze the factors that affect the brandequity ofcatch a cold medinical herbs in Bogor, (3) Identify the characteristic ofcustomer catch a cold medinical herbs in Bogor, (4) Formulate useful managerial implication of catch a cold medinical herbs. Research shows that respondents are generally women in the age from 26 to 35 years old, with married status. They have monthly expendedfrom Rp 2.500.000 to Rp 4.500.000. Most ofrespondents are housewife andprivate employee There are three dimensions were measured: brand awareness, brand perceived quality, brand loyalty. The research used Structural Equation Modelling (SEM) and the software LISRELfor the data process. Validity and reliability ofinstruments are tested. The results show that brand awareness and brand perceived quality gave significantly contribution to brand equity. Top of Mind Brand, Top of Mind Advertising, and Brand share are indicator variables that give positive contribution to brand awareness. Brand used most often, bestperceived quality, and overall satisfaction are indicator variables that give positive contribution to brand perceived quality. Management must build a great product awareness andproduct quality so that company can achieve loyal consumers.

Item Type: Thesis (Masters)
Uncontrolled Keywords: BrandEquity, Jamu Anti Masuk Angin, SEMAnalysis
Subjects: Manajemen Pemasaran
Divisions: Sekolah Bisnis > Perpustakaan
Depositing User: Staff-4 Perpustakaan
Date Deposited: 28 Dec 2011 06:22
Last Modified: 28 Dec 2011 06:22
URI: http://repository.sb.ipb.ac.id/id/eprint/472

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