文章基本信息

标题：PERBANDINGAN BRAND EQUITY PRODUK SHAMPOO MEREK SUNSILK DENGAN MEREK PANTENE
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作者：Ida Ayu Raras Aristyani ; Ni Nyoman Kerti Yasa
期刊名称：Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship)
印刷版ISSN：1411-1438
出版年度：2013
卷号：15
期号：2
页码：179-190
DOI：10.9744/jmk.15.2.179-190
语种：English
出版社：Institute of Research and Community Outreach - Petra Christian University
摘要：The objectives of the study were to know the difference in brand equity and its elements between shampoo products with brand Sunsilk and Pantene. The data analysis technique used was the mean difference test with paired samples. Based on the results of the study, it was found that there is no difference between brand equity Sunsilk with Pantene. the four dimensions of brand equity, just a different one, namely brand perceived quality. Therefore the next shampoo brand Sunsilk should be more focus on the improvement of the quality of its products by way of innovation in flavor, ingredients, and overall quality so as to always be in the top brand position together Pantene.
关键词：Brand Equity, Brand Awareness, Brand Association, Brand Perceived Quality, Brand Loyalty.