PENILAIAN KONSUMEN TERHADAP EKUITAS MEREK (BRAND EQUITY) PADA JAMU MEREK AIR MANCUR, SIDO MUNCUL DAN NYONYA MENEER

Diwati, Fransisca (2011) PENILAIAN KONSUMEN TERHADAP EKUITAS MEREK (BRAND EQUITY) PADA JAMU MEREK AIR MANCUR, SIDO MUNCUL DAN NYONYA MENEER. S2 thesis, UAJY.

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Abstract

This research is aimed to know consumers of traditional medicine give evaluates of brand equity on traditional medicine of Air Mancur brand, compared with its competer is Sido Muncul brand and Nonya Meneer brand. This research is done by using brand equity measuring concept of Walfried Lassar, Banwari Mittal and Arun Sharma who write the concept of brand equity having 5 dimensions, that is Performance, Social Image, Value, Trustworthiness and Attachment. Beside that this research use ANOVA and t-test method to see any or not difference of consumer's view on three brands of traditional medicine above. The source of data came from traditional medicine's consumer who lived in Daerah Istimewa Yogyakarta. From the result of research got conclusion that consumers evaluate brand equity of Air Mancur brand is higher than Sido Muncul brand and Nyonya Meneer brand, but the differences score is not significant. This brand equity measuring is very usefull for companies, because by knowing strong or weak of brand equity, companies can soon take some important steps in setting a marketing strategy

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