Studi Deskriptif Brand Equity Sabun Kesehatan Lifebuoy

KWENTINO, YEVVITA (2012) Studi Deskriptif Brand Equity Sabun Kesehatan Lifebuoy. [Undergraduate thesis]

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Official URL: http://digilib.ubaya.ac.id/pustaka.php/230529

Abstract

This research’s aim is to know about Lifebuoy health shops’ brand equity. In this research, one hundred and fifty questionnaires were scattered to the respondents. This study used descriptive research type. The sampling technique used in this study is a non probability sampling, while the type of sampling used was convenience sampling. This study used a sample with the characteristics of men or women who have bought and used Lifebuoy health soap for at least 4 times within the past year, based in Surabaya, and had graduated from high school. Data processing method in this study using a statistical description of the mean, standard deviation, and coefficient of variation. After that use bar charts and pie charts to get the most answer choice in any questions that represent elements of Lifebuoy health soaps’ brand equity in Surabaya The results of this study indicate that brand awareness of Lifebuoy health shoap has the highest value compared with other brand equity’s elements, namely, the value of 5,47, followed by the brand association of 5,42, 5,28 for perceived quality and brand loyalty by 5,11. So it can be concluded that almost all consumers in Surabaya stating Lifebuoy health soaps’ brand equity is high.

Item Type: Undergraduate thesis
Uncontrolled Keywords: Brand Awareness, Perceived Quality, Brand Association,Brand Loyalty.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Sugiarto
Date Deposited: 04 Mar 2013 08:48
Last Modified: 04 Mar 2013 08:48
URI: http://repository.ubaya.ac.id/id/eprint/3175

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