ANALISA HUBUNGAN BRAND STRATEGY YANG DILAKUKAN GOOTA JAPANESE CHARCOAL GRILL AND CAFE DAN BRAND EQUITY YANG SUDAH DITERIMA KONSUMEN

Fera Kusno, Amanda Radityani, Monika Kristanti




Abstract


Goota Japanese charcoal grill and café as a new restaurant at PTC-Supermal Pakuwon Indah has done some brand strategies to acquaint its new brand that will create brand equity in the customers' mind. In order to know the brand strategy, the Goota's manager is interviewed, and for knowing the brand equity, customers are chosen to fill in the questionnaire. The result shows there is positive causal relationship between brand strategy (brand positioning, brand identity, brand personality, and brand communication) and brand equity.


Abstract in Bahasa Indonesia :

Goota Japanese charcoal grill and café sebagai restoran baru di PTC-Supermal Pakuwon Indah melakukan brand strategy untuk mengenalkan brandnya, yang nantinya dapat menciptakan brand equity di benak konsumen. Untuk mengetahui brand strategy yang dilakukan Goota, dilakukan wawancara terhadap manager Goota, sedangkan untuk mengetahui brand equity yang sudah diterima konsumen, disebarkan kuisioner kepada para konsumen Goota. Didapatkan hasil bahwa hubungan kausal antara brand strategy (brand positioning, brand identity, brand personality, dan brand communication) dan brand equity adalah positif.

Kata kunci: brand strategy, brand equity, brand positioning, brand identity, brand personality, brand communication


Keywords


brand strategy, brand equity, brand positioning, brand identity, brand personality, brand communication

Full Text: PDF

The Journal is published by The Institute of Research & Community Outreach - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of National Education - Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen Perhotelan, ISSN: 0216-6283

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