Strategi Peningkatan Brand Equity Ninyuh Coffee Roastery XYZ

Abstrak

This study aims to provide strategic proposals to increase brand equity at Ninyuh Coffee Roastery XYZ. This was done because of the low competitiveness of Ninyuh Coffee Roastery with other coffee shops in XYZ. This study uses a calculation method on the four elements of brand equity, brand awareness, perceived quality, brand association, and brand loyalty. This study used an online questionnaire which was distributed to respondents. Brand awareness the dimension with the largest percentage is brand recognition which is 60.46% and the lowest percentage is 5.06%, for other dimensions such as top of mind which is 21.99% and unaware of the brand is 12.49%. In perceived quality, the average value for importance is 3.61 and satisfaction is 3.55. In brand association there are 5 associations formed based on the respondents' answers. As for brand loyalty, there is a percentage of 90% for committed buyers, 94% for satisfied buyers and switchers, and 80% for habitual buyers. There were several suggestions addressed to the company so that the Ninyuh Coffee Roastery brand would become a wider brand in the community. There were several suggestions addressed to the company so that the Ninyuh Coffee Roastery brand would become a wider brand in the community. Strategies that can be carried out by the shop include creating campaigns with new slogans and utilizing social media, monitoring the quality of raw materials, training employees in service, adding explanations to the menu, maintaining the best associations, discussing with social media specialists, helping to explain content creator/influencer about the shop, the owner communicates directly with customers, and creates a membership card. Keywords: brand equity, brand awareness, perceived quality, brand association, and brand loyalty.

Penelitian ini memiliki tujuan untuk memberikan usulan strategi untuk meningkatkan brand equity pada Ninyuh Coffee Roastery XYZ. Hal tersebut dilakukan karena rendahnya daya saing dari Ninyuh Coffee Roastery dengan kedai-kedai lain yang berada di XYZ. Penelitian ini menggunakan metode perhitungan pada empat elemen brand equity, yaitu brand awareness, perceived quality, brand association, dan brand loyalty. Penelitian ini menggunakan media kuesioner secara online yang disebarkan pada responden. Pada brand awareness dimensi dengan persentase terbesar adalah brand recognition yaitu 60,46% dan persentase terendah adalah 5,06%, untuk dimensi lain seperti top of mind yaitu 21,99% dan unaware of brand adalah 12,49%. Pada perceived quality didapat nilai rata-rata untuk kepentingan adalah 3,61 dan kepuasan adalah 3,55. Pada brand association terdapat 5 asosiasi yang terbentuk berdasarkan jawaban responden. Sedangkan untuk brand loyalty terdapat persentase 90% untuk comitted buyer, 94% untuk satisfied buyer dan swicthers, dan 80% untuk habitual buyer. Terdapat beberapa usulan yang ditujukan kepada perusahaan agar merek Ninyuh Coffee Roastery menjadi merek yang lebih luas lagi di masyarakat. Strategi yang dapat dilakukan oleh pihak kedai antara lain adalah membuat campaign dengan slogan baru dan memanfaatkan media sosial, memantau kualitas bahan baku, melatih karyawan dalam pelayanan, menambah penjelasan pada menu, menjaga asosiasi terbaik, berdiskusi dengan social media specialist, membantu memberi penjelasan pada content creator/influencer tentang kedainya, owner berkomunikasi langsung dengan pelanggan, dan membuat kartu keanggotaan. Kata kunci: ekuitas merek, pengetahuan merek, asosiasi merek, dan loyalitas merek.