PENILAIAN BRAND EQUITY KAMERA DIGITAL CANON DAN SONY

Kurniawan Agustinus , Respatio (2007) PENILAIAN BRAND EQUITY KAMERA DIGITAL CANON DAN SONY. S2 thesis, UAJY.

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Abstract

This research aims to : (1) explain the assessment of consumers digital camera to dimensions of brand equity had by Canon and Sony, (2) knowing difference of assessment evaluated consumers of age, gender, and expertise of photography to dimensions of brand equity digital camera Canon and Sony, with research location in Yogyakarta. This research adopt research instrument from journal research of Walfried Lassar, Banwari Mittal and of Arun Sharma, 1995. Data collecting conducted by distributes kuesioner and amount kuesioner counted 226 kuesioner tides. Technique analyse used by data is Analysis of Mean and Independent Sample T-Test. Result of obtained research show : (1) the assessment of consumer to dimensions of brand equity digital camera Canon and Sony in Yogyakarta is good, (2) there is no difference of assessment to dimensions of brand equity digital camera Canon and Sony if evaluated from gender, (3) there is no difference of assessment to dimensions of brand equity for digital camera Canon if evaluated from age, on the contrary there is difference of assessment to dimension of brand equity for digital camera Sony, (4) there is difference of assessment to dimensions of brand equity digital camera Canon and Sony if evaluated from expertise of photography.

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