STUDI PERSEPTUAL KEDAI KOPI COFFEE-TO-GO DI SURABAYA MENGGUNAKAN PERSPEKTIF CUSTOMER-BASED BRAND EQUITY
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https://doi.org/10.9744/jmp.9.2.81-90
Keywords:
brand, customer-based brand equity, asosiasi merek, category entry points, coffee-to-goAbstract
Fenomena makin banyaknya kemunculan pelaku bisnis kedai kopi telah membawa era baru pada industri ini. Di era ini kedai kopi banyak muncul brand kedai kopi dengan konsep Coffee-to-go dimana setiap orang dapat membeli dan membawa kopi ini kemana saja untuk dinikmati. Dengan banyaknya pemain di industri ini akan sulit untuk bersaing dan bertahan di pasar. Melalui penelitian diharapkan dapat memahami atribut apa yang diasosikan konsumen kepada brand kedai Coffee-to-go dan membantu brand berkomunikasi lebih efektif setelah mengetahui atribut apa yang melekat pada brand. Metode pengolahan data dilakukan dengan cara melakukan pemeriksaan data, klasifikasi data, verifikasi data, analisa, dan juga pemberian rekomendasi. Sedangkan metode analisis data menggunakan analisis konten, analisis kerangka kerja, dan analisis statistik deskriptif yang datanya diperoleh dari hasil kuesioner dan juga wawancara.
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