Analisis Brand Equity Produk Olahan Durian pada Gerai Sop Duren Lodaya, Bogor

Abstract

Brand equity is a positive differential effect, that if customers knowing the brand, they will give a response about the product or service. The objectives of this research are to obtain the element of brand equity, which includes brand awareness, brand association, perceived quality, and brand loyalty of durian product of Sop Duren Lodaya’s outlet. Based on analysis of brand awareness, Top of Mind is placed by Sop Duren Lodaya’s brand. While the brand images of Sop Duren Lodaya are : quality of products, variations of menu, product’s price, and an interesting packaging design. Based on analysis perceived quality, some attributes are below the expectations of consumers, including comfort and cleanliness of the restaurant and the friendliness and speed of service. Based on the analysis of brand equity, brand loyalty pyramid shape shows the inverted pyramid, except at the level of satisfied buyer. Meanwhile, the lowest position occupied by switcher, and the highest position occupied by commited buyer.