Pengukuran Brand Equity Kartu X

Sari

Kartu X adalah salah satu kartu GSM prabayar di Indonesia. Saat ini, persaingan tiap operator seluler semakin kompetitif sehingga kartu X perlu mengukur kekuatan mereknya menurut pengguna kartu pra bayar. Hal ini dapat dilakukan dengan analisis Brand Equity. Penelitian ini dilakukan untuk mengukur kategori-kategori Brand Equity, seperti brand awareness, perceived quality, brand association, dan brand loyalty. Berdasarkan hasil penelitian ini, kartu X belum menjadi top of mind. Nilai rata-rata performance belum mencapai level puas. Kartu X berhasil membentuk image positif menurut responden. Tipe pembeli kartu X adalah satisified buyer.

 

Kata kunci: Brand Equity, brand awareness, perceived quality, brand association, brand loyalty

ABSTRACT

X card is one of GSM prepaid sim card in Indonesia. Nowadays, the competition among mobile operators is getting tougher. It makes X card needs to measure the strength of its brand based on the prepaid card users. This can be done by Brand Equity analysis. This research is conducted to measure Brand Equity categories such as brand awareness, perceived quality, brand association, dan brand loyalty. Based on  the research result, X card hasn’t reached top of mind. The average score of performance hasn’t reached the level of satisfaction. X card managed to form a positive image according to the respondents. X card buyer type is satisified buyers.

Keywords: Brand Equity, brand awareness, perceived quality, brand association,  brand loyalty