dc.contributor.advisor | Taryana, Asep | |
dc.contributor.advisor | Suhendi | |
dc.contributor.author | Ardias, Clara Ganthy | |
dc.date.accessioned | 2023-12-30T01:06:11Z | |
dc.date.available | 2023-12-30T01:06:11Z | |
dc.date.issued | 2023-12-18 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/133460 | |
dc.description.abstract | Konsumsi teh yang meningkat di Indonesia menunjukkan potensi besar bagi industri teh. Sila Tea untuk tetap kompetitif memerlukan evaluasibrand equity untuk membangun eksistensi merek dan merancang strategi pemasaran yang tepat.Penelitian ini bertujuan mengidentifikasi karakteristik konsumen, menganalisis 4 elemen ekuitas merek Sila Tea dan merancang strategi pemasaran yang tepat untuk memperkuat ekuitas merek. Hasil menunjukkan bahwa konsumen didominasi oleh remaja perempuan kelas menengah ke atas yang menghargai kualitas produk.Meskipun kesadaran merek Sila Tea tinggi, asosiasi merek belum membentuk brand image,persepsi kualitas Sila Tea baik dibenak konsumen. Loyalitas konsumen tinggi tetapi menunjukkan penurunan pada kategorihabitual buyer.Strategi pemasaran yang disarankan melibatkan edukasi konsumen, memperkuat komunitas pecinta teh, serta memaksimalkan media sosial untuk membangunbrand imagedan meningkatkan jumlahtea educator | id |
dc.description.abstract | The increasing tea consumption in Indonesia shows great potential for the tea industry. To remain competitive, Sila Tea requires brand equity evaluation to build brand existence and design appropriate marketing strategies. This research aims to identify consumer characteristics, analyze the 4 elements of Sila Tea brand equity and design appropriate marketing strategies to strengthen brand equity. The results show that consumers are dominated by middle to upper class teenage girls who value product quality. Even though Sila Tea brand awareness is high, brand associations have not yet formed a good brand image of Sila Tea, quality perception in the minds of consumers. Consumer loyalty is high but shows a decline in the habitual buyer category. The suggested marketing strategy involves consumer education, strengthening the tea lover community, and maximizing social media to build brand image and increase the number of tea educators | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Analisis Ekuitas Merek Sila Tea | id |
dc.title.alternative | rand Equity Analysis of Sila Tea | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | artisan tea | id |
dc.subject.keyword | brand equity | id |
dc.subject.keyword | habitual buyers | id |
dc.subject.keyword | marketing strategy | id |
dc.subject.keyword | tea educator | id |