ANALISIS PENILAIAN KONSUMEN TERHADAP EKUITAS MEREK COFFEE SHOPS DI SURABAYA

Abstract

This research aims to examine brand equity of four coffee shops in Surabaya, they are Excelso, DOME, Starbucks dan Coffee Bean & Tea Leaf. Brand equity is measured based on variables developed by Aaker, namely brand awareness, brand association, perceived quality and brand loyalty. The result shows that Starbucks achieves the highest top of mind of brand awareness, has the best brand association in consumersâ image, and has the strongest brand loyalty; while Excelso has the best perceived quality. Abstract in Bahasa Indonesia : Penelitian ini bertujuan untuk mengukur ekuitas merek empat coffee shops di Surabaya, yaitu Excelso, DOME, Starbucks dan Coffee Bean & Tea Leaf. Ekuitas merek diukur berdasarkan 4 variabel dari Aaker yaitu kesadaran merek, asosiasi merek, kesan kualitas dan loyalitas merek. Hasil penelitian terungkap bahwa Starbucks merupakan coffee shop yang kesadaran mereknya paling banyak diingat oleh responden, diasosiasikan paling positif dan loyalitas mereknya paling tinggi. Sedangkan Excelso merupakan coffee shop dengan kesan kualitas paling baik. Kata kunci: kesadaran merek, asosiasi merek, kesan kualitas, loyalitas merek, coffee shop