Brand Equity Cooffe Shop Kulo in The City of Padang

Abstract

This study originated from the observation of researchers at coffee shop Kulo, researchers found several problems related to brand equity where consumer awareness of the brand of coffee shop Kulo, the brand of coffee shop Kulo is not well-known enough in Indonesia. The problem is the poor perception of consumers about service quality and the brand association of coffee shop Kulo. Lack of variety in the menu offered to consumers, thus making consumers disloyal. The purpose of this research is to find out and describe the analysis of brand equity coffee shop Kulo Padang.

The type of research used is descriptive with quantitative data. The variable used in this research is brand equity. The population in this study were consumers who visited the Kulo Coffee Shop, with a total sample of 98 respondents. The data analysis technique used is descriptive quantitative to obtain an overview of the frequency distribution of the data which includes the maximum, minimum, mean, median, and standard deviation values ​​with the help of Microsoft Excel and SPSS.

Based on the results of data processing from 98 samples, which have been tested for validity and reliability using SPSS. It is known that consumers' assessment of the brand equity overall of 39.8% in the range of58.67 ≥ 73.33 in the good category. Brand equity in coffee shop Kulo can be seen from 4 indicators, namely (1) brand awareness of 25.4% with a fairly good category, (2) perceived quality of 28.6% in a fairly good category, (3) brand association of 24, 5% with good enough category, (4)indicator brand loyalty of 33.7% with bad category.