?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PERBANDINGAN+PENILAIAN+KONSUMEN+TERHADAP+EKUITAS%0D%0AMEREk+COFFEE+SHOP+DI+BANDAR+LAMPUNG%0D%0A(Studi+Pada+5+Coffee+Shop+di+Bandar+Lampung)&rft.creator=+DWI+ANGGUN+ADRIANA+%2C+1316051023&rft.subject=HD28+Management.+Industrial+Management&rft.subject=HF+Commerce&rft.description=Salah+satu+manifestasi+gaya+hidup+modern+saat+ini+adalah+kebiasaan+kelompok%0D%0Amasyarakat+tertentu+yang+nongkrong+di+caf%C3%A9+atau+coffee+shop.+Menjaga+nama+merek%0D%0Aadalah+hal+penting%2C+sukses+atau+tidaknya+pengembangan+merek+sangat+tergantung%0D%0Apada+pengetahuan+dan+pemahaman+konsumen+tentang+merek+itu.+Untuk+dapat%0D%0Amengetahui+kekuatan+merek+yang+beredar+dipasaran+perlu+dilakukan+riset+untuk%0D%0Amengukur+kekuatan+merek+atau+ekuitas+merek.+Tujuan+Penelitian+ini+untuk%0D%0Amenjelaskan+dan+menganalisis+perbedaan+penilaian+konsumen+tentang+ekuitas%0D%0Amerek+pada+5+Coffee+Shop+di+Bandar+Lampung+antara+lain+Starbucks%2C+Dr.+Coffee%2C%0D%0AEl%E2%80%99s+Coffee+House%2C+Yellow+Truck+Coffee+dan+Keiko+Bahabia.+Jumlah+sampel+yang%0D%0Adigunakan+dalam+penelitian+ini+10+x+4+variabel+%3D+40+sampel+pengunjung+setiap%0D%0Acoffee+shop%2C+yang+artinya+total+seluruh+responden+dari+5+coffee+shop+adalah+200.%0D%0AAnalisis+yang+digunakan+untuk+pengujian+hipotesis+penelitian+ini+adalah+analisis%0D%0Avarians+satu+arah+(One+Way+Anova)+dengan+bantuan+program+SPSS+21.+Perbandingan%0D%0APenilaian+Konsumen+terhadap+Ekuitas+Merek+Coffee+Shop+(Studi+pada+5+Coffee+Shop%0D%0Adi+Bandar+Lampung)+ditemukan+hasil+sebagai+berikut%3A+1)+Tidak+terdapat+perbedaan%0D%0Ayang+signifikan+persepsi+kualitas%2C+asosiasi+merek+dan+loyalitas+merek+pada+coffee%0D%0Ashop+Starbucks%2C+Dr.+Coffee%2C+El%E2%80%99s+Coffee+House%2C+Yellow+Truck+dan+Keiko+Bahabia%0D%0Adi+Bandar+Lampung%3B+2)+Terdapat+perbedaan+yang+signifikan+kesadaran+merek%0D%0Akonsumen+pada+coffee+shop+Starbucks%2C+Dr.+Coffee%2C+El%E2%80%99s+Coffee+House%2C+Yellow%0D%0ATruck+dan+Keiko+Bahabia+di+Bandar+Lampung.+Coffee+shop+Keiko+Bahabia+perlu%0D%0Adijadikan+contoh%2C+mengingat+hanya+coffee+shop+tersebut+yang+menerapkan+berbagi%0D%0Aedukasi+terkait+merek+yang+mereka+miliki.+Empat+coffee+shop+lainnya+harus%0D%0Amampu+melakukan+interaksi+mendalam+terkait+uji+merek+yang+mereka+miliki%0D%0Aketika+di+konsumsi+oleh+pengunjung+coffee+shop.%0D%0AKata+Kunci+%3A+Ekuitas+Merek%2C+Persepsi+Kualitas%2C+Kesadaran+Merek%2C+Asosiasi%0D%0AMerek+dan+Loyalitas+Merek.%0D%0A%0D%0Aabstract%0D%0A%0D%0AOne+of+the+manifestations+of+today's+modern+lifestyle+is+the+habit+of+certain+groups%0D%0Aof+people+who+hang+out+in+cafes+or+coffee+shops.+Keeping+the+brand+name+is%0D%0Aimportant%2C+success+or+whether+brand+development+depends+greatly+on+the%0D%0Aknowledge+and+understanding+of+that+brand+of+skating.+To+be+able+to+know+the%0D%0Apower+of+leveraging+brand+that+is+circulating+in+the+market+research+performed+to%0D%0Ameasure+the+tagline+the+power+of+leveraging+the+brand.+The+purpose+of+this%0D%0Aresearch+was+to+describe+and+analyze+the+differences+consumers+about+brand%0D%0Aequity+assessment+on+5+Coffee+shop+in+Bandar+Lampung%2C+among+others%2C+Starbucks%2C%0D%0ADr.+Coffee%2C+El%E2%80%99s+Coffee+House%2C+Yellow+Truck+Coffee+and+Keiko+Bahabia.+The%0D%0Anumber+of+samples+used+in+the+study+of+variable+10+x+4+%3D+40+samples+of+visitors%0D%0Aevery+coffee+shop%2C+which+means+a+total+of+5+respondents+from+whole+coffee+shop+is%0D%0A200.+The+analysis+is+used+to+test+the+hypothesis+of+this+research+is+a+one-way%0D%0Aanalysis+of+variance+(One-way+ANOVA)+with+the+help+of+the+program+SPSS.%0D%0AComparative+assessment+of+Consumer+brand+equity+against+the+Coffee+Shop%0D%0A(study+on+5+Coffee+Shop+in+Bandar+Lampung)+found+the+following+results%3A+1)+there%0D%0Awas+no+significant+difference+in+the+perception+of+quality%2C+Association+brand+and%0D%0Abrand+loyalty+at+a+Starbucks%2C+Dr.+Coffee%2C+El%E2%80%99s+Coffee+House%2C+Yellow+Truck+Coffee%0D%0Aand+Keiko+Bahabia.+in+Bandar+Lampung%3B+2)+There+is+a+significant+difference+in%0D%0Aconsumer+brand+awareness+at+a+Starbucks%2C+Dr.+Coffee%2C+El%E2%80%99s+Coffee+House%2C+Yellow%0D%0ATruck+Coffee+and+Keiko+Bahabia.+in+Bandar+Lampung.+Keiko+Bahabia+coffee+shop%0D%0Aneeds+to+be+used+as+example%2C+given+only+the+coffee+shop+which+implement%0D%0Aeducational+share-related+brands+that+they+have.+Four+other+coffee+shop+should+be%0D%0Aable+to+do+in-depth+interaction+test+related+brands+that+they+have+when+in%0D%0Aconsumption+by+visitors+coffee+shop.%0D%0AKeywords%3A+Brand+Equity%2C+Perceived+Quality%2C+Brand+Awareness%2C+Brand+Loyalty%0D%0Aand+Brand+Association.&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK+&rft.date=2017-03-02&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26043%2F1%2FABSTRAK%2520%2528ABSTRACT%2529.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26043%2F2%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.format=text&rft.identifier=http%3A%2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