PEMETAAN KESADARAN MEREK MINUMAN KESEHATAN YAKULT DI KOTA BANDUNG
Abstract
It has long been held that one of the major of marketing is to generate and maintain brand awareness, this is seen as particulary important in low-involvement situation where consumers may engage in little active search for information to aid choice. This study presents a global picture of the brand awareness dimensions and how they interact within the context of Yakult brands in Bandung City. A total of 431 respondents were selected by a systematic random sampling method. The findings conclude that, the Yakult brand awareness is categorized as relatively high. However, the Yakult should concentrate their efforts primarily on perceived quality and brand loyalty, which have high importance and directly in the construct of brand equityReferences
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