dc.contributor.advisor | Etriya | |
dc.contributor.author | Mutiara, Alisa | |
dc.date.accessioned | 2021-07-26T09:53:37Z | |
dc.date.available | 2021-07-26T09:53:37Z | |
dc.date.issued | 2021 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/107813 | |
dc.description.abstract | Tujuan penelitian ini adalah untuk menganalisis ekuitas merek kopi bubuk instan pada mahasiswa IPB dengan mengukur faktor yang diduga mempengaruhi ekuitas merek, yang terdiri atas kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek, serta mengukur pengaruh keempat faktor tersebut pada ekuitas merek kopi bubuk instan merek Good Day, Indocafe, dan Nescafe. Penelitian ini menggunakan data primer yang dikumpulkan melalui survei dengan 97 responden. Data dianalisis menggunakan metode Partial Least Square-Structural Equation Modelling (PLS-SEM), analisis deskriptif, dan skala semantic differential. Hasil penelitian menunjukkan bahwa merek Good Day memiliki ekuitas merek tertinggi dibandingkan dengan dua merek lainnya. Hasil penelitian juga menunjukkan bahwa persepsi kualitas dan loyalitas merek meningkatkan ekuitas merek kopi bubuk instan, sedangkan kesadaran merek dan asosiasi merek tidak meningkatkan ekuitas merek kopi bubuk instan. Penelitian ini menyarankan agar ketiga merek untuk lebih fokus kegiatan pemasarannya pada loyalitas merek dan persepsi kualitas dalam membangun ekuitas merek. | id |
dc.description.abstract | This research aims to analyze the brand equity of instant ground coffees on
Good Day, Indocafe, and Nescafe brands among IPB students by measuring factors
probably affecting brand equity, consisiting of brand awareness, perceived quality,
brand association, and brand loyalty, and in turn, to investigate the effect of these
factors on the brand equity of instant ground coffees among IPB students. This
research used primary data collected from a survey of 97 respondents. This research
used Partial Least Square-Structural Equation Modelling (PLS-SEM) method,
descriptive statistics, and semantic differential. The results show that Good Day has
the highest brand equity compared to the other two brands. The results also show
that perceived quality and brand loyalty increase the brand equity of instant ground
coffees, while brand awareness and brand associations do not increase the brand
equity of instant ground coffees. This research suggests that the three brands to
focus their marketing efforts on brand loyalty and perceived quality in building
brand equity. | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Ekuitas Merek Kopi Bubuk Instan pada Mahasiswa IPB | id |
dc.title.alternative | Brand Equity of Instant Ground Coffees among IPB University Students | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | ekuitas merek | id |
dc.subject.keyword | PLS-SEM | id |
dc.subject.keyword | loyalitas merek | id |
dc.subject.keyword | persepsi kualitas | id |
dc.subject.keyword | kesadaran merek | id |
dc.subject.keyword | asosiasi merek | id |
dc.subject.keyword | brand equity | id |
dc.subject.keyword | brand loyalty | id |
dc.subject.keyword | perceived quality | id |
dc.subject.keyword | brand awareness | id |
dc.subject.keyword | brand association | id |