Usulan Peningkatan Brand Equity Untuk Produk Sepatu Adorable Projects (Pengukururan Perceived quality Menggunakan Multidimensional Scaling)

Abstrak

ABSTRAK
Penelitian ini bertujuan untuk memberikan usulan peningkatan brand equity sebagai upaya untuk meningkatkan penjualan merek Adorable Projects. Pada penelitian ini perhitungan untuk perceived quality dilakukan dengan menggunakan metode Multidimensional Scaling (MDS) dimana metode ini dapat membandingkan posisi perusahan dengan pesaing. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada responden dengan kriteria wanita usia 17-40 dengan kelas ekonomi menengah ke bawah. Berdasarkan penelitian yang sudah dilakukan didapatkan hasil brand awareness untuk merek Adorable Projects yaitu 15,25% responden berada di tingkatan top of mind, 11,02% berada di tingkatan brand recall, 46,61% berada di tingkatan brand recognition, serta 27,12% berada di tingkatan unaware of brand. Berdasarkan perhitungan perceived quality diketahui bahwa Adorable Projects menempati peringkat pertama di empat atribut dimensi kualitas produk. Berdasarkan perhitungan brand Association didapatkan 5 asosiasi terbentuk dari 10 asosiasi yang tersedia. Dari perhitungan brand loyalty didapatkan mayoritas konsumen yaitu sebesar 55,84% menjawab mungkin akan membeli produk Adorable Projects lagi. Terdapat beberapa usulan yang diberikan kepada perusahan yaitu perusahaan perlu lebih menunjukkan keunggulan produk serta pemasaran yang lebih meluas.

ABSTRACT
This study aims to propose an increase in brand equity as an effort to increase sales of the Adorable Projects brand. In this study, the calculation for perceived quality is carried out using the Multidimensional Scaling (MDS) method where this method can compare the company's position with competitors. This research was conducted by distributing questionnaires to respondents with criteria for women aged 17-40 with middle to lower economic class. Based on the research that has been done, the results of brand awareness for the Adorable Projects brand are 15.25% of respondents are at the top of mind level, 11.02% are at the brand recall level, 46.61% are at the brand recognition level, and 27.12 % are at the unaware of  brand level. Based on the calculation of perceived quality, it is known that Adorable Projects ranks first in the four attributes of product quality dimensions. Based on the calculation of the brand Association, 5 Associations were formed from the 10 available Associations. From the calculation of brand loyalty, the majority of consumers, amounting to 55.84%, answered that they might buy Adorable Projects products again. There are several suggestions given to the company, namely the company needs to show more product advantages and wider marketing