Aini, Luthfiyah Qurrotul (2024) Analisis Komparasi Brand Equity Produk Minuman Kekinian Chatime dan Haus! di Kota Surabaya (Analisis Berdasarkan Kelompok Usia dan Jenis Kelamin Konsumen). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The food and beverage market is experiencing rapid growth, including the bubble tea industry, which has gained widespread popularity. Chatime, a Taiwanese brand, and Haus, an Indonesian brand, have become two of the most widely consumed bubble tea brands in Indonesia. This study seeks to explore the differences in brand equity between these two brands through a comparative analysis. The objective of the research is to identify the differences in brand equity (brand awareness, brand loyalty, perceived quality, and brand association) between Chatime and Haus! based on age groups and gender. A quantitative methodology was employed, using a descriptive-comparative survey approach. The population for this study consists of residents of Surabaya, with a sample of 150 respondents. The sampling method used is purposive sampling, with the criteria that respondents must reside in Surabaya and have previously purchased Chatime and Haus beverages. Data analysis was conducted using paired t-tests. The results of the study show significant differences in brand awareness, brand loyalty, perceived quality, and brand association between males and females, as well as among the younger age group. In contrast, for the adult age group, no significant difference was found in brand loyalty, while significant differences were observed in brand awareness, perceived quality, and brand association.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Luthfiyah Qurrotul Aini | ||||||||
| Date Deposited: | 12 Dec 2024 01:39 | ||||||||
| Last Modified: | 12 Dec 2024 01:39 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32833 |
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