ANALISIS PERBANDINGAN BRAND EQUITY PRODUK INDOCAFE DENGAN GOOD DAY DI KOTA DENPASAR

  • Made Pramana Putra Fakultas Ekonomi dan Bisnis Universitas Udayana
  • Ni Made Asti Aksari Universitas Udayana
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Abstrak

The purpose of this research is to know the difference of brand equity between Indocafe Coffee product with Good Day Coffee Powder product. This research was conducted in Denpasar City. Determination of Denpasar as a research location is based on data of Central Bureau of Statistics Year 2016 which shows Denpasar as the region having highest food and non-food expenditure level in Bali Province. The number of samples taken as many as 150 respondents, using the method of Purposive Sampling. Purposive sampling is the determination of samples with certain considerations. The analysis technique used is Descriptive Analysis and T-Test technique. Based on the results of the research can be seen that there are differences in brand awareness, brand association, perceived quality and brand loyalty between Indocafe instant powder coffee products with Good Day brand in Denpasar.  


Keywords: comparison, brand, brand equity

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Diterbitkan
2018-09-03
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PUTRA, Made Pramana; AKSARI, Ni Made Asti. ANALISIS PERBANDINGAN BRAND EQUITY PRODUK INDOCAFE DENGAN GOOD DAY DI KOTA DENPASAR. E-Jurnal Manajemen, [S.l.], v. 7, n. 9, p. 5080 - 5107, sep. 2018. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/39177>. Tanggal Akses: 13 mar. 2026 doi: https://doi.org/10.24843/EJMUNUD.2018.v07.i09.p17.
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Terbitan
Vol 7 No 9 (2018)
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Articles
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This work is licensed under a Creative Commons Attribution 4.0 International License.