Brand Equity: Cermin Sukses Membangun Sebuah Merek (Studi Kasus Produk Indomie)  

Oleh:

Haryanto, Jony Oktavian ; Matrutty, Eko Suseno Hendro Riyadi

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Atma nan Jaya vol. 18 no. 3 (Dec. 2003), page 19-34.
Topik: brand equity; Brand Loyalty; Perceived Quality; Brand Equity; Brand Awareness; Brand Association
Fulltext: Eko Suseno Hendro Riyadi Matrutty & Jony Oktavian Haryanto.pdf (508.73KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: AA48.13 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada	Lihat Detail Induk
Perpustakaan PKPM Nomor Panggil: A66 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada	Lihat Detail Induk

Isi artikel

The purpose of this study is to attempt to know the power of brand's equity. The data were used to analyse the relation between marketing mix of the company and customer loyalty due to brand's equity. The primary data were gathered from 98 respondents. These research data were analysed using likert scale in order to classify brand awareness, brand association, perceived quality, and brand loyalty. The results if this study shows that : 1) brand awareness of indomie is high, 2) consumers habe a positive assestment o brand association, 3) perceived quality of indomie is good, 4) customer's loyalty is classified into ikes the brand.

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