ANALISIS EKUITAS MEREK AQUA BERDASARKAN PERSEPSI KUALITAS MEREK (BRAND PERCEIVED QUALITY) PADA PENGGUNA MEDIA SOSIAL INSTAGRAM

ANALISIS EKUITAS MEREK AQUA BERDASARKAN PERSEPSI KUALITAS MEREK (BRAND PERCEIVED QUALITY) PADA PENGGUNA MEDIA SOSIAL INSTAGRAM

• By Purwaningrum, Chanissa; Putri, Tiara Adhelya; Saulina, Tania;
• Jurnal Nasional Tidak Terakreditasi
• 612
• 162-173

PT AQUA Golden Mississippi, Tbk is one of the many brands that produce mineral water with various packaging needed. AQUA as the market leader in the bottled water product category, has a strong brand equity. In addition, AQUA increases the perceived quality in the eyes of consumers by adding a variety of choices of bottled drinking water of various sizes. In general, the purpose of this study is to get an overview of AQUA's brand equity, while in more detail the purpose of this study is to analyze the perception of brand quality in drinking water in the AQUA brand packaging among the social media users of Instagram. This research is a type of survey research, where the research aims to find out about the measurement of brand equity based on brand perceived quality elements in AQUA brand beverage products. The number of samples in this study were 374 samples, namely 365 women and 9 men. Based on the results of the study, it can be concluded from the percentage of 97.9% who chose strongly agree and agree, that respondents believe in the quality given that AQUA has clear water in the eyes of consumers, 93.3% who voted strongly agree and agree, that the bottled water produced by the AQUA brand does not have a smell or smell in the eyes of consumers, 68.2% of AQUA consumers choose strongly agree and agree it is proven that the quality of AQUA is very good, 90.7% who choose strongly agree and agree, that AQUA is believed to be a hygienic product in the eyes of consumers, 96% who voted strongly agree and agree, that AQUA can make it easier to consume drinking water in the eyes of consumers, 96.3% who choose strongly agree and agree, that AQUA has an easy logo recognized and remembered in the eyes of consumers, 96.3% who voted strongly agree and agree, that AQUA has good packaging in the eyes of consumers, 79% who chose strongly agree and agree, that AQUA has the same quality from time to time in the eyes of consumers, 89, 3% who voted strongly agree and agree that AQUA has a price that is in accordance with the volume/size in the eyes of consumers

• Katakunci Equity Analysis, Brand, Merk, Aqua
• URL https://etnik.rifainstitute.com/index.php/etnik/article/view/31/28
• Penerbit ,

REFERENSI