TA DIGITAL
Analisis Ekuitas Merek Teh Botol Sosro Wilayah Penjualan PT Sinar Sosro Kota Surakarta Kantor Penjualan Jawa Tengah (Studi Kasus Kecamatan Jebres, Kota Surakarta)
A brand is name or symbol used to identify the source of a product or service. The brand can add significant value when it is well recognised and has positive associations in the mind of the customer. The concept is referred to as brand equity. Brand equity is an intangible asset that depends on associations made by the customer. The stronger brand equity will give much profit for the company.
The purpose of this final report was to identify the service brand equity Teh Botol Sosro which have four variables they are; Brand Awarness, Brand Association, Perceived Quality, and Brand Loyality. The sampling which was used in this final report was calculated by slovin formula which got result 98 respondets from 4500 population. The respondents were Teh Botol Sosro in Joyontakan, Mojosongo and Banyuanyar.
The result of the research about brand awarness showed that 74,5% of respondents remembered Teh Botol Sosro as a Top of Mind and 27,6% didnt know it. Besides that there were two favour brand association which was included in the criteria respondent’s answer. It was cheap relative of definition that Teh Botol Sosro design and taste.
On the other hand, the band loyality showed that 92,86% respondents were commited buyer, 74,49% were habitual buyer, satisfied buyer about 75,51%, while 85,71% were liking the brand and 50,4% switcher buyer.
it is recommended that Teh Botol sosro must make their customers more familiar by increasing the brand awareness which was better and strong done by carrying out message was compared to the others. Besides that, it will be better company save the association that was built by customers. to increase the brand loyalty it would be better if the comapany give a reward for the loyal customers, give more service and keep the good relation with them
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