Analisis Perbandingan Elemen-Elemen Ekuitas Merek Pada Harian Surat Kabar Seputar Indonesia Dan Kompas

Kurniasari, Fitriana (2011) Analisis Perbandingan Elemen-Elemen Ekuitas Merek Pada Harian Surat Kabar Seputar Indonesia Dan Kompas. S1 thesis, STIE Indonesia Banking School.

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Abstract

The purpose of this research is to measure the elements of brand equity on Seputar Indonesia newspaper, and Kompas. There are four variables that used to measure brand equity: brand awareness, brand association, perceived quality, and brand loyalty. This research applied at Cimanggis society, Depok, the sample used is about 100 respondents. Technique of analysis for this research is T test with independent sample test. The resultafter compute T test for each variable, found that the significant value is 0,000 below the level of significance which is used (alpha = 0,05), so hypothesis that implies there is difference between brand equity of Seputar ndonesia Newspaper and Kompas n be accepted. Keyword: Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty.

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Prodi S1 Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 07 Oct 2020 04:52
Last Modified: 07 Oct 2020 04:52
URI: http://repository.ibs.ac.id/id/eprint/1508

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