Analisis Perbandingan Elemen-Elemen Ekuitas Merek Pada Harian Surat Kabar Seputar Indonesia Dan Kompas
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Institusion
STIE Indonesia Banking School
Author
Kurniasari, Fitriana
Subject
HD28 Management. Industrial Management
Datestamp
2020-10-07 04:52:29
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.
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.
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