Analisis Brand equity Produk Fashion Hijab Merek Elzatta

Wiwik Widiyanti

Abstract


Brand equity in reality illustrates the value of a brand from consumer perceptions and experiences of the brand. There are four main categories that make up brand equity, namely brand awareness, brand association, perceived quality, and brand loyalty. Brand equity is used to determine the marketing strategy that a company will carry out. Therefore research is needed to collect data and analyze it. This research on Brand equity in Elzatta's hijab fashion product aims to analyze the elements of Brand equity so that it is expected to contribute data to create a marketing strategy for the brand. The results showed that brand awareness was really at the top of mind. Meanwhile, the three impressions of the Elzatta brand association are quality fabric, good design / design and providing comfort to the wearer. The brand quality felt by Elzatta shows that most of the attributes of Elzatta's hijab fashion products have achieved high performance. Only for the attributes of the thickness of the material and the price it is necessary to increase and improve its performance. On brand loyalty, Elzatta obtained data on consumers who buy because the price is more than consumers who buy out of habit. This is an accident that consumers will switch brands from rising prices. As for consumers who buy because satisfaction is the most, this of course will affect consumer loyalty

Full Text:

PDF

References


Alamsyah, D. P., Othman, N. A., Bakri, M. H., Udjaja, Y., & Aryanto, R. (2021). Green awareness through environmental knowledge and perceived quality. Management Science Letters, 11(1), 271–280. https://doi.org/10.5267/j.msl.2020.8.006

Durianto, D., Sugiarto, & Sitinjak, T. (2017). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. PT Gramedia Pustaka Utama.

Handayani, M. T. (2020). Pentingnya brand equity dan cara efektif membangunnya. Ekrut Media. https://www.ekrut.com/media/brand-equity-adalah

Maganti, S. (2020). Brand Awareness : A Case Study on TV Advertisements Brand Awareness : A Case Study on TV Advertisements. Mukt Shabd Journal, April.

Pratama, F., & Munandar, J. M. (2016). Analisis Brand Equity Pocari Sweat Dalam Persaingan Industri Minuman (Studi Kasus: Mahasiswa di Bogor). Jurnal Manajemen Dan Organisasi, 1(1), 24. https://doi.org/10.29244/jmo.v1i1.14147

Silalahi, U. (2015). Metode Penelitian Sosial Kuantitatif. Bandung. Refika Aditama.

Thellefsen, T., & Sørensen, B. (2015). What brand associations are. Sign Systems Studies, 43(2–3), 191–206. https://doi.org/10.12697/SSS.2015.43.2-3.03

TK, A. (2020). 7 Merk Jilbab Terkenal Berkualitas Banyak Diminati. MerekBagus.Id. https://merkbagus.id/merk-jilbab-terkenal/

Uzair, M., & Singh, R. (2019). Brand Awareness and Marketing Campaign for Nilkamal. International Journal of Trend in Scientific Research and Development, Volume-3(Issue-3), 877–882. https://doi.org/10.31142/ijtsrd23120

Yuliantari, K., Nurhidayati, & Sugiyah. (2020). Brand Loyalty Perawatan Wajah ( Skin Care ) Wardah Gentle Face Wash. 8(2), 1–6.




DOI: https://doi.org/10.31294/jp.v19i1.9824

 dipublikasikan oleh LPPM Universitas Bina Sarana Informatika Jakarta

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License