Oktaviani, Adinda Putri Eka (2026) ANALISIS KOMPARATIF BRAND EQUITY ANTARA MOMOYO DENGAN MIXUE DI KOTA SURABAYA. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
Adinda Putri Eka Oktaviani, 2026, A Comparative Analysis of Brand Equity Between Momoyo and Mixue in Surabaya This study is motivated by the rapid growth of the F&B (food and beverage) franchise business. Consequently, this phenomenon has encouraged many local and foreign producers to open franchise businesses in Indonesia, including in the trendy beverage sector. Momoyo and Mixue are two prominent brands in Indonesia’s trendy ice cream and tea beverage industry. This study aims to analyze the differences in brand equity which includes (brand awareness, brand association, perceived quality, and brand loyalty) between Momoyo and Mixue. The research method employed is a quantitative approach using comparative analysis. The population for this study consists of Momoyo and Mixue consumers residing in Surabaya. The sample size comprises 100 respondents, selected using nonprobability sampling. The data analysis techniques used include validity tests, reliability tests, classical assumption tests, and t-tests. This analysis was conducted using SPSS version 27. The results of this study demonstrate that there are significant differences in the variables of brand awareness, perceived quality, and brand loyalty between Momoyo and Mixue. However, there are no significant differences in the variable of brand association between Momoyo and Mixue
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Adinda Putri Eka Oktaviani | ||||||||
| Date Deposited: | 07 Jul 2026 06:33 | ||||||||
| Last Modified: | 07 Jul 2026 06:52 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54777 |
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ANALISIS KOMPARATIF BRAND EQUITY ANT ARA MOMOYO
DENGAN MIXUE DI KOTA SURABAYA. (deposited UNSPECIFIED)
- ANALISIS KOMPARATIF BRAND EQUITY ANTARA MOMOYO DENGAN MIXUE DI KOTA SURABAYA. (deposited 07 Jul 2026 06:33) [Currently Displayed]
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