Informasi Detil Paper |
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| Judul: | Analisis Ekuitas Merek Kecap Di Kota Ternate Propinsi Maluku Utara |
| Penulis: | Hamka || email: agrilanredaksi@gmail.com |
| Jurnal: | Agrilan Vol. 1 no. 1 - hal. 29-42 Tahun 2012 [ Pertanian ] |
| Keywords: | Awareness, Associations, perceptions and Loyalty |
| Abstract: | The role of brand equity (brand equity) is very important as a basis in determining the pace and strategy of marketing a product. The stronger the brand equity of a product, in this case soy products, the more powerful its appeal in the eyes of consumers to consume the product that the company will then deliver the expected benefit. In this study aims to study the various elements of brand equity (brand equity) soy products, among others: brand awareness, brand association, perceived quality brand, and brand loyalty. The sampling method used was accidental sampling by the number of respondents who were sampled in the study as many as 200 visitors Multi Mart Supermarket which is the city of Ternate. Analysis to fish be in this study is an analysis of each brand equity, Fish be in analysis, and descriptive analysis to describe the information found in the field. The results indicate that brand equity brand of soy sauce most memorable consumer (brand awarrenes) Bango is a brand which is then followed by the ABC brand. Forming associations Bango brand image of the brand more than a brand owned by ABC. While brand loyalty on both brands of soy sauce in a position that is not much different. In general, the strongest brand equity is held by Bango and ABC brands. |
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