ANALISIS PERBANDINGAN BRAND EQUITY INDOMIE DENGAN MIE SEDAAP PADA MAHASISWA PROGRAM STUDI PENDIDIKAN EKONOMI FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN UNIVERSITAS RIAU

Abstract

ABSTRACT Keywords: Brand Equity A Brand are required to have a high equity. Advances in technology facilitate easier imitated products. Consumers face too many choices, but unfortunately the information about the quality of products on the market very minimum once. Strong brand promises consumers will get higher grades and of course this will be a comparison for consumers in choosing a particular brand. Theoretically, brand loyalty is the core measure of brand equity as a measure of the relationship a customer of a brand (Simamora, 2001: 112). But the fact that even though Indomie and Sedaap Noodles have similar strategies in enhancing its brand equity, loyalty index turns Indomie (as a core measure of brand equity) remained decreased compared to Mie Sedaap. The problem in this study is there any difference between brand equity with Indomie Sedaap Noodles at Economic Education Department of Teacher Training and Education Faculty of Riau University. The purpose of this is to know whose team is there any difference between brand equity with Indomie Sedaap Noodles at Economic Education Department of Teacher Training and Education Faculty of Riau University. The research was conducted at Economic Education Department of Teacher Training and Education Faculty of Riau University. The samples in this study were consumers of Indomie noodles with consumers Sedaap at Economic Education Department of Teacher Training and Education Faculty of Riau University, while the sample in this study was set at 78 respondents. Analytical techniques used in this study is the independent sample t-test test. Thesis after trials held t of each of the variables found to value t count> t table (20.96 > 1.66) so that the hypothesis which states there is a difference between brand equity with Indomie Noodles Sedaap at Economic Education Department of Teacher Training and Education Faculty of Riau University accepted. The conclusion that can be drawn in this study is there is a difference between Brand Equity with Indomie Noodles mahsiswa Sedaap at Economic Education Department of Teacher Training and Education Faculty of Riau University. The advice given in this study can enhance the Mie Sedaap element