TA DIGITAL
Analisis Ekuitas Merek Sosro Studi Kasus di Wilayah Semarang Selatan
The phenomenon of competition in the era of globalization will increasingly direct the Indonesian economic system that sets the market mechanism marketers to continuously develop and capture market share.
The purpose of this final project report is to identify Sosro brand awareness, the brand association, the perceived quality, and brand loyalty Sosro product. In this study, the type of statistical analysis tool used is descriptive analysis. In this study, the population is the entire population in the region south of Semarang, while taking the number of samples obtained by using the Slovin formula, and the result is rounded up to 99.85 100.
After the data are analyzed, it is concluded that brand awareness on Sosro in the South Semarang can be said to be good, while the brand association can also be said so, perceived quality in the region still needs to be revised and improved. Brand loyalty is identified as good enough, and the companies only need to improve quality in order customers more loyal to the brand Sosro.
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