ANALISIS ELEMEN BRAND EQUITY PRODUK MEREK “DAGADU DJOKDJA” UNTUK MENENTUKAN KEKUATAN DAN KELEMAHAN MEREK DAGANG PRODUK DI SURAKARTA

Abstract

This research aim to to measure strong how brand equity had by kaos oblong product (tshirt) which is pursuant to at some eiuity brand element covering awarness brand research, assosiation brand research, quality percieved research and loyalty brand research. Research internal issue express strong how equity brand had by Kaos oblong product (t-shirt Dagadu Djogya brand) seen from some equity brand element. Given hypothesys that is pursuant to some equity brand element analysis covering awarness brand research, assosiation brand research, quality percieved research and loyalty brand research in the reality kaos oblong product (Brand Dagadu Djogya T-shirt) have strong equity brand Result of analysis for the brand of awarness show kaos oblong product (T-shirt Brand Dagadu Djogya) reside in on course mind of top equal to 48% compared to the other brand; for the analysis of recaal brand represent most brand often referred as by consumer equal to 46% and recognition brand analysis show result equal to 49% consumer which must be reminded in recognition awareness. For the analysis of assosiation brand research show result of used instrument [is] relying on ( r11 > r(0,05) or 0,5476 bigger 0,195). For the analysis of quality percieved brand research show result of oblong kaos product (Brand Dagadu Djogya T-shirt) have higher level infortance from at its its his while result of royalty brand analysis show responder average value which is kommitted which is switcher equal to 3,137 and which is in buyer hubitual classification equal to 2,412 for the consumer of in buyer satisfied category equal to 3,775 (70,59%) replying to satisfy, to in brand the liking category equal to 3,46 (42,57%) and in buyer kommitted category equal to 2,774 (18,63)