Usulan Peningkatan Brand Equity Usaha Cuci Sepatu Perusahaan XYZ - Azran Adhimazen, Tegar; Irianti, Lauditta (e-Proceeding FTI, 2024)
ABSTRAK Perusahaan XYZ merupakan usaha cuci sepatu yang bergerak dalam bidang jasa di Kecamatan Antapani. Perusahaan XYZ berdiri pada tahun 2016 dan masih perlu banyak perkembangan agar dapat diketahui di Kecamatan Antapani. Salah satu perkembangan yang diperlukan adalah peningkatan brand agar diketahui oleh pengguna jasa cuci sepatu di Kecamatan Antapani dan metode penelitian yang cocok yaitu menggunakan metode brand equity. Penelitian dilakukan dengan menyebarkan kuesioner terlebih dahulu secara acak pada 110 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 Perusahaan XYZ mendapatkan persentase sebesar 10%, brand recall mendapatkan persentase sebesar 7%, brand recognition mendapatkan persentase sebesar 61% dan unaware of brand mendapatkan persentase sebesar 22%. Pada perceived quality didapatkan rata-rata untuk tingkat kepentingan sebesar 3,61 dan untuk tingkat kepuasan sebesar 3,55. Pada brand association terdapat 4 asosiasi yang tereleminasi dan terdapat 4 asosiasi yang terbentuk. Pada brand loyalty nilai persentase tertinggi didapatkan pada commited buyer dengan 97% dan liking the brand dengan nilai persentase 93%. Usulan untuk Perusahaan XYZ adalah menjaga kualitas pada setiap atribut dan meningkatan brand awareness dengan meningkatkan promosi. ABSTRACT Perusahaan XYZ is a shoe washing business engaged in services in Antapani District. Perusahaan XYZ was founded in 2016 and still needs a lot of development so that it can be known in Antapani District. One of the necessary developments is an increase in the brand so that it is known by users of shoe washing services in Antapani District and a suitable research method, namely using the brand equity method. The research was conducted by first distributing questionnaires randomly to 110 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 research results for brand awareness at the top of mind level Perusahaan XYZ gets a percentage of 10%, brand recall gets a percentage of 7%, brand recognition gets a percentage of 61% and unaware of the brand gets a percentage of 22%. In perceived quality, the average importance level is 3.61 and the satisfaction level is 3.55. In brand association there are 4 associations that were eliminated and there were 4 associations that were formed. In brand loyalty, the highest percentage value is obtained from committed buyers with 97% and liking the brand with a percentage value of 93%. The proposal for Perusahaan XYZ is to maintain quality in each attribute and increase brand awareness by increasing promotions.