Bunjamin, Kevin (2014) PERBANDINGAN BRAND EQUITY MEREK COCA-COLA DENGAN MEREK BIG COLA DI JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.
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Abstract
This study was conducted to determine whether there is any difference between brand equity of Coca-Cola with Big Cola brand equity to the public in Tanjung Duren, West Jakarta. Brand equity was measured by four dimensions, namely brand awareness, brand associations, perceived-quality, brand loyalty. The population is scattered communities in Tanjung Duren. Sample selection methods used in this study is purposive sampling method. Data collection method used was a questionnaire method. This study distributed 200 questionnaires. From the data collected show that three of the four dimensions of brand equity from Coca-Cola has a larger difference of Big Cola brand equity. Unfortunately, the variable quality perception Coca-Cola has a smaller difference of Big Cola.
Item Type: | Thesis (Skripsi) |
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Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
Divisions: | Fakultas Ekonomi > Manajemen |
Depositing User: | FE Perpus |
Date Deposited: | 28 May 2021 03:14 |
Last Modified: | 29 May 2023 08:01 |
URI: | http://repository.untar.ac.id/id/eprint/29864 |
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