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

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.