ANALYSIS BRAND IMAGE THROUGH MEASUREMENT OF BRAND AWARENESS, PERCEIVED QUALITY, BRAND LOYALTY AND BRAND ASSOCIATION FROM PRODUCT MOISTURIZER POND'S BRAND

Yuldiana, Repa and Sularsih, Anggarawati (2009) ANALYSIS BRAND IMAGE THROUGH MEASUREMENT OF BRAND AWARENESS, PERCEIVED QUALITY, BRAND LOYALTY AND BRAND ASSOCIATION FROM PRODUCT MOISTURIZER POND'S BRAND. Undergraduated thesis, Fakultas Ekonomi UNIB.

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Abstract

This Research aim to know brand image of Pond's brand moisturizer product to adolescent consumer in bengkulu city through measurement of brand awareness, perceived quality, brand loyalty, and brand association. Sampel taken with accidental sampling method counted 100 responder. The used data is primary data (observation and kuesioner. The analysis method is descriptive of analysis and Cochran Q test. Result of research for the brand of awareness hence consumer in bengkulu city have recognized Pond'S brand moisturizer product, proven by the brand occupy top position (top of mind) in the case of most remembered moisturizer brand in consumer marrow (47%). For the perceived of quality hence most consumer (69%) having perception which do well by Pond's moisturizer, this matter is measured to through the quality of Pond's moisturizer compared to consumer expectation.For the brand of loyalty hence biggest consumer loyalty because of satisfaction of product (satisfied buyer) with the percentage of equal to 62%. While percentage of lowest is at committed buyer (0%). For the brand of association hence from result of Cochran Q test is there no one association which can form brand image of Pond's moisturizer product in Bengkulu city. From result of conducted by research hence obtained information that Pond's brand moisturizer image brand in Bengkulu city is: Pond's represent moisturizer product exist in Bengkulu city, Pond's brand moisturizer have good quality, and Pond's moisturizer give satisfaction to its consumer.

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