PENGUKURAN DAN USULAN PENINGKATAN BRAND EQUITY USAHA CUCI SEPATU DI CONCESSA BANDUNG

Abstrak

ABSTRAK
Di Concessa merupakan usaha cuci sepatu yang bergerak dalam bidang jasa di Kota Bandung. Di Concessa berdiri pada tahun 2018 dan masih perlu perkembangan agar dapat dikenal di Kota Bandung. Salah satu perkembangan yang diperlukan adalah peningkatan brand agar diketahui oleh pengguna jasa cuci sepatu di Kota Bandung dan metode penelitian yang cocok yaitu menggunakan metode brand equity . Penelitian dilakukan dengan menyebarkan kuesioner terlebih dahulu secara acak pada 108 responden dan terdapat 97 responden yang dikatakan layak untuk dilakukan penelitian. Elemen yang terdapat pada brand equity yaitu brand awareness, perceived quality, brand association dan brand loyalty. Berdasarkan hasil penelitian untuk brand awareness di level top of mind Di Concessa mendapatkan persentase sebesar 18%, brand recall mendapatkan persentase sebesar 24%, brand recognition mendapatkan persentase sebesar 34% dan unaware of brand mendapatkan persentase sebesar 25%. Pada perceived quality didapatkan rata-rata untuk tingkat kepentingan sebesar dan untuk tingkat kepuasan sebesar. Pada brand association terdapat 3 asosiasi yang tereleminasi dan terdapat 5 asosiasi yang terbentuk. Pada brand loyalty nilai persentase tertinggi didapatkan pada commited buyer dan liking the brand dengan nilai persentase 98%. Usulan untuk Di Concessa adalah menjaga kualitas pada setiap atribut dan meningkatan brand awareness dengan meningkatkan promosi dan membuat inovasi baru dengan menggunakan sabun ramah lingkungan.

ABSTRACT
Di Concessa is a shoe washing business engaged in services in the city of Bandung. Di Concessa was established in 2018 and still needs a lot of development to be known in the city of Bandung. One of the developments needed is to increase the brand so that it is known by shoe washing service users in the city of Bandung and a suitable research method is to use the brand equity method. The research was conducted by distributing  questionnaires at random first to 108 respondents and there were 97 respondents who were said to be eligible for research. The elements contained in brand equity are brand awareness, perceived quality, brand association and brand loyalty. Based on the results of research for brand awareness at the top of mind level, Concessa gets a percentage of 18%, brand recall gets a percentage of 24%, brand recognition gets a percentage of 34% and unaware of brand gets a percentage of 25%. On the perceived quality, the average for the level of importance is equal to 9,01and for the level of satisfaction of 9,03. In the brand association, there are 3 eliminated associations and 5 formed associations. In brand loyalty, the highest percentage value is found in committed buyers and liking the brand with a percentage value of 98%. The proposal for Di Concessa is to maintain the quality of each attribute and increase brand awareness by increasing promotions and making new innovations by using environmentally friendly soap.