ANALISA PERSEPSI BRAND EQUITY MOBIL MEREK TOYOTA DAN MEREK DAIHATSU (STUDI KASUS PADA KONSUMEN DI KECAMATAN ARUT SELATAN)

Siti Khotimah, Winarti Setyorini, Wahyu Budi Kusuma

Sari


Business competition in the automotive world is increasingly high and competitive. Along with the development of the economy more rapidly. In Indonesia, the automotive market share is still strongly held by Toyota and second, followed by Daihatsu as a tight competitor. No exception in the city of Pangkalan Bun itself, Toyota brand sales dominate the automotive sales market in this city.
The intense competition that occurs between the two Toyota and Daihatsu brands is because the two brands have similar products and similar machines. The purpose of this study is to find out the factors forming brand equity of Toyota and Daihatsu cars in the view of Pangkalan Bun consumers, to find out the comparison of brand equity Toyota and Daihatsu brand cars according to Pangkalan Bun consumers. And to find out what underlies consumers to make choices on Toyota and Daihatsu car brands.
The location of this research is consumers who use the Toyota and Daihatsu brands in the city of Pangkalan Bun, Central Kalimantan, precisely in Kecamatan Arut Selatan, which is in the city of Pangkalan Bun, and to find out the influence of Toyota and Daihatsu Brand Equity Brands.
From the data obtained and analyzed by the author using the Arithmatic Mean formula, there is a difference in the percentage of lovers of both brands between Toyota and Daihatsu not too far away. However, Toyota cannot be denied by Daihatsu, as seen from the second presentation, brand awareness (brand awareness) Toyota 71% Daihatsu 67%, brand association Toyota 69% Daihatsu 67%, perceived quality (perceived quality ) Toyota 65% Daihatsu 64%, and Toyota brand loyalty 87% Daihatsu 67%.
So the conclusion is that consumer perceptions of both brands are equally good. But the higher perception is given by consumers to the Toyota brand compared to Daihatsu, but the difference is not too far away.

Kata Kunci


persepsi ekuitas merk

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Referensi


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