ANALISA DESKRIPSI EKUITAS MEREK BLACK CANYON SURABAYA

Caroline Octaviani, Sheravino Iskandar, Regina Jokom

Abstract


Abstrak: Tujuan dari penelitian ini adalah untuk menggambarkan ekuitas merek Black Canyon Surabaya dari sudut pandang konsumen dan non-konsumen. Konsumen diteliti menggunakan empat dimensi, yaitu; kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek sedangkan untuk non-konsumen hanya akan diteliti kesadaran merek dan asosiasi mereknya. Penelitian ini menggunakan metode kuantitatif yang melibatkan 440 responden, yang terdiri dari 220 konsumen dan 220 non-konsumen. Hasil penelitian ini menunjukkan bahwa kesadaran merek konsumen dan non-konsumen Black Canyon berada pada tahap brand recognition. Asosiasi merek, persepsi kualitas, dan loyalitas merek konsumen Black Canyon baik. Loyalitas merek konsumen Black Canyon dalam penelitian ini telah mencapai tingkat tertinggi, yaitu committed buyer. Asosiasi merek non-konsumen Black Canyon dalam penelitian ini berada di tahap sedang.

Kata kunci:

Ekuitas Merek, Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Loyalitas Merek, Coffee Shop.

 

Abstract: The purpose of this research is to describe Black Canyon’s brand equity in Surabaya at the point of view of consumers and non-consumers. Consumers’ brand equity is measured through four dimensions; brand awareness, brand association, perceived quality, and brand loyalty, meanwhile non-consumers’ brand equity is measured through brand awareness and brand association. This research is using quantitative method that involves 440 respondents consists of 220 consumers and 220 non-consumers. The result of this research shows that Black Canyon’s consumer and non-consumer brand awareness is in recognition level. Black Canyon’s consumers brand association, perceived quality, and loyalty are categorized as good. Consumers’ brand loyalty in this research has reached committed buyer level, which is the highest loyalty level. Black Canyon’s non-consumers brand association in this research is in average level.

Keywords:

Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Coffee Shop.


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References


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