PERBANDINGAN PENILAIAN KONSUMEN TERHADAP EKUITAS MEREk COFFEE SHOP DI BANDAR LAMPUNG (Studi Pada 5 Coffee Shop di Bandar Lampung)

DWI ANGGUN ADRIANA , 1316051023 (2017) PERBANDINGAN PENILAIAN KONSUMEN TERHADAP EKUITAS MEREk COFFEE SHOP DI BANDAR LAMPUNG (Studi Pada 5 Coffee Shop di Bandar Lampung). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK , UNIVERSITAS LAMPUNG.

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Abstrak

Salah satu manifestasi gaya hidup modern saat ini adalah kebiasaan kelompok masyarakat tertentu yang nongkrong di café atau coffee shop. Menjaga nama merek adalah hal penting, sukses atau tidaknya pengembangan merek sangat tergantung pada pengetahuan dan pemahaman konsumen tentang merek itu. Untuk dapat mengetahui kekuatan merek yang beredar dipasaran perlu dilakukan riset untuk mengukur kekuatan merek atau ekuitas merek. Tujuan Penelitian ini untuk menjelaskan dan menganalisis perbedaan penilaian konsumen tentang ekuitas merek pada 5 Coffee Shop di Bandar Lampung antara lain Starbucks, Dr. Coffee, El’s Coffee House, Yellow Truck Coffee dan Keiko Bahabia. Jumlah sampel yang digunakan dalam penelitian ini 10 x 4 variabel = 40 sampel pengunjung setiap coffee shop, yang artinya total seluruh responden dari 5 coffee shop adalah 200. Analisis yang digunakan untuk pengujian hipotesis penelitian ini adalah analisis varians satu arah (One Way Anova) dengan bantuan program SPSS 21. Perbandingan Penilaian Konsumen terhadap Ekuitas Merek Coffee Shop (Studi pada 5 Coffee Shop di Bandar Lampung) ditemukan hasil sebagai berikut: 1) Tidak terdapat perbedaan yang signifikan persepsi kualitas, asosiasi merek dan loyalitas merek pada coffee shop Starbucks, Dr. Coffee, El’s Coffee House, Yellow Truck dan Keiko Bahabia di Bandar Lampung; 2) Terdapat perbedaan yang signifikan kesadaran merek konsumen pada coffee shop Starbucks, Dr. Coffee, El’s Coffee House, Yellow Truck dan Keiko Bahabia di Bandar Lampung. Coffee shop Keiko Bahabia perlu dijadikan contoh, mengingat hanya coffee shop tersebut yang menerapkan berbagi edukasi terkait merek yang mereka miliki. Empat coffee shop lainnya harus mampu melakukan interaksi mendalam terkait uji merek yang mereka miliki ketika di konsumsi oleh pengunjung coffee shop. Kata Kunci : Ekuitas Merek, Persepsi Kualitas, Kesadaran Merek, Asosiasi Merek dan Loyalitas Merek. abstract One of the manifestations of today's modern lifestyle is the habit of certain groups of people who hang out in cafes or coffee shops. Keeping the brand name is important, success or whether brand development depends greatly on the knowledge and understanding of that brand of skating. To be able to know the power of leveraging brand that is circulating in the market research performed to measure the tagline the power of leveraging the brand. The purpose of this research was to describe and analyze the differences consumers about brand equity assessment on 5 Coffee shop in Bandar Lampung, among others, Starbucks, Dr. Coffee, El’s Coffee House, Yellow Truck Coffee and Keiko Bahabia. The number of samples used in the study of variable 10 x 4 = 40 samples of visitors every coffee shop, which means a total of 5 respondents from whole coffee shop is 200. The analysis is used to test the hypothesis of this research is a one-way analysis of variance (One-way ANOVA) with the help of the program SPSS. Comparative assessment of Consumer brand equity against the Coffee Shop (study on 5 Coffee Shop in Bandar Lampung) found the following results: 1) there was no significant difference in the perception of quality, Association brand and brand loyalty at a Starbucks, Dr. Coffee, El’s Coffee House, Yellow Truck Coffee and Keiko Bahabia. in Bandar Lampung; 2) There is a significant difference in consumer brand awareness at a Starbucks, Dr. Coffee, El’s Coffee House, Yellow Truck Coffee and Keiko Bahabia. in Bandar Lampung. Keiko Bahabia coffee shop needs to be used as example, given only the coffee shop which implement educational share-related brands that they have. Four other coffee shop should be able to do in-depth interaction test related brands that they have when in consumption by visitors coffee shop. Keywords: Brand Equity, Perceived Quality, Brand Awareness, Brand Loyalty and Brand Association.

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Ilmu Sosial = Social Sciences > HF Commerce
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 9607997 . Digilib
Date Deposited: 09 Mar 2017 07:19
Last Modified: 09 Mar 2017 07:19
URI: http://digilib.unila.ac.id/id/eprint/26043

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