ANALISIS EKUITAS MEREK (Brand Equity) WARUNG NASl KHAS SUNDA "LAKSANA" JAKARTA

Nawaningsih, Sari (2003) ANALISIS EKUITAS MEREK (Brand Equity) WARUNG NASl KHAS SUNDA "LAKSANA" JAKARTA. Masters thesis, Institut Pertanian Bogor.

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Official URL: http://elibrary.mb.ipb.ac.id

Abstract

Business competition in the food sector is very high, so that brand equity is very important to set up marketing strategy accurately and efficiently. The objectives of this research are to analyze brand equity, to identify factors influencing consumer and to recommend marketing strategy for developing Warung Nasi Khas Sunda "Laksana" A survey applying a non-probability sampling was conducted on 120 respondens using convenience-sampling technique. Variables that were used are demography, brand awareness, brand association, perceived quality and brand loyalty. Descriptive analysis, Cochran test. Cartesius diagram and Likert scale were used in this research. "Laksana" is well known as a Sundanese restaurant rather than a fast-food restaurant. 28.3% responden did not recognize. The potential costumers of "Laksana" are employees that had bachelor degree with income rate of middle or higher. A brand image of "Laksana" is traditional food, good taste, affordable price, fast deliver and well served. "Laksana" has a lower performance than its importance. Switcher buyer is 48,7%, habitual buyer is 11,54%, liking the brand is 83,3%, satisfied buyer is 75.6% and committed buyer is 29,5%. Marketing strategies that should be taken are to maintain the existing costumers and to enlarge the market.

Item Type: Thesis (Masters)
Uncontrolled Keywords: merek, ekuitas merek, brand awareness, brand association, perceived quality, brand loyalty, makanan tradisional, cepat saji, uji cohran, diagram cartesius
Subjects: Manajemen Pemasaran
Depositing User: Staff-3 Perpustakaan
Date Deposited: 31 Dec 2011 02:15
Last Modified: 31 Dec 2011 02:15
URI: http://repository.sb.ipb.ac.id/id/eprint/577

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