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Journal : Akrab Juara : Jurnal Ilmu-ilmu Sosial

BRAND EQUITY OF KAPAL API SACHET COFFEE IN SAWANGAN: A COMPREHENSIVE STUDY USING MIXED METHODS Muhammad Abdullah; Hary Mulyadi; Oby Eko Purwanto; Ati Chandrasari; Valentine Theresia Simamora
Akrab Juara : Jurnal Ilmu-ilmu Sosial Vol. 10 No. 2 (2025): Mei
Publisher : Yayasan Azam Kemajuan Rantau Anak Bengkalis

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Abstract

Indonesia, as one of the largest coffee producers in the world, has a promising market for sachet coffee products, with Kapal Api being one of the most popular brands. This study aims to measure Kapal Api’s brand equity through four main aspects: brand awareness, brand association, brand perceived quality, and brand loyalty. The research method employed mixed methods, using qualitative analysis through focus group discussions to explore brand awareness, brand perceived quality, and brand loyalty, and quantitative analysis to test the brand association hypothesis using the Cochran test. The study involved 96 respondents in Sawangan selected through purposive sampling, aged at least 17 years, residing in Sawangan, and actively consuming sachet coffee within the last month. The results showed that 100% of respondents recognized Kapal Api as a leading sachet coffee brand and it became the top of mind in Sawangan. Kapal Api’s brand association was generally rated positively, especially regarding its distinctive taste and aroma. The price was considered fair in relation to the quality and flavor offered. The product is easy to brew and suitable for consumption in various situations such as in the morning, while working, or relaxing. Most respondents rated Kapal Api as having good quality, characterized by a strong and consistent taste and aroma, product durability during storage, and attractive packaging. Kapal Api’s brand loyalty was strong, demonstrated by an inverted loyalty pyramid with the highest percentage of committed buyers, indicating a very good level of loyalty.
Co-Authors Abdul Shukora, Nurul Hidayah Abdullah, Saiful Arif Achmad Yusuf Aditya Marianti afandi, iswan Agung Putra, Wahyu Agustina, Dwi Kameluh Ahmad Baidowi, Zaid Mujaiyid Putra Ahmad Ma’ruf Ahmad, Aji Ahmad, Salmiah Akhmad Rizali Amelia, Indi Amin Retnoningsih Amin Setyo Leksono Andin Vita Amalia Asyifa, Bella Firdha Asyifa, Bella Firdha Ati Chandrasari Badu, Khumaira Marsyahida Badu, Khumairah Bagyo Yanuwiadi Bambang Priyono Bambang Priyono Cahya Agusti, Dirga Cakra Pamungkas, Nandito Chowdhury, Md. Azharul Haque Darus, Mohamad Yusof Dea Amelia, Dea Dewi Liesnoor Setyowati Dewi Mustikaningtyas Diah Faridayanti, Ayu Dian Siswanto Dini, Julia Rachma Edi, Nugroho Eko Oby Purwanto Elsandi, Rippana Ely Rudyatmi, Ely Endah Peniati Enni Suwarsi Rahayu Ependi, Majerin Evi Fatimatur Rusydiyah Fajarini, Nata Maulida Febriana Hamdani, Dhea Febrianti, Firda Cahyaning Febriyanto, Mahendra Noor Firman Heru Kurniawan Fitriani, Laqma Dica Gani Wiharso Giovano, Fariz Addo Gouwtami, Marcella Hamzah, Fachrizal Hariri, Rizki Puad Hary Mulyadi Hassan, Masjuki Haji Hidayat, Zein Ichwan Husna, Destri Nurul Husna, Destri Nurul I Fang Sun Idris, Ahmad Syahrin Immanuel, Immanuel Indah, Bella Istiqamah, Istiqamah Jamhuri, M. Jatmiko, Ruruh Jusriadi Kamal, Pasha A.B.M. Khan, Md. Sadril Islam Koly, Nurmiyati Lapung, Jamra Lathifah Mesi Andayani, Tri Loi, Yuniar Luchman Hakim Maharani, Novanti Dinar Maisyaroh, Illusiyah Mako, Kusmadi Malayu, Aisa Malinda, Frisca Manotar Tampubolon Manurung, Johan Andrew Margareta Rahayuningsih Margareta Rahayuningsih Nugroho Edi K Maya Ayu Arieska Moch. Samsul Arifin Mohamed, Mawada Ahmed Mohd Isa, Mohd Rizal Muhammad Nur Hadi Muhammad Rudiansyah Mukhlisin Mukhlisin Mulyadi, Hary Musahabib Nugroho Muslikhah Indah Utari Nabilla Putri Sari Fatikhah Nana Kariada Trimartuti Natasya, Reachel Ningsih, Aghi Amalia Nino, Septoriana Maria Nopi Doni Romadhon Nor, Khairul Affendy Md. Novianti, Amalia Novita Sari Novrinda, Riza Nugroho Edi Kartijono Nugroho Edi Kartijono Nugroho Edi Kartijono Nur Kusuma Dewi Nuraini, Febri Nurhalisah, Siti Nurul Hidayah, Rahma Oby Eko Purwanto Osa, Hamida Pancasilawan, Budhy Herry Partaya, Partaya Parveen, Mahfuza Pita Loka, Anisa Prasetiyo, Galeh Prasong, Muthiah Priyanti Susanti Puspita, Afilia Teyja Puspitaningrum, Ari Cahaya Putri, Herlina Eka Putri, Rennita Aulia R Siti Rukayah Rahman, S. M. Mahmudur Rahmansyah Rahmansyah Ratna Puspita Rifaldi, Muhamad Raihan Rizki, Arista Nur Romdoni, Indi Auliya RR. Ella Evrita Hestiandari Safitri, Wahayyina Salma, Nur Athiyah Salsabila Nadhifa, Isad Samara, Hanif Sandra, Marcella Saputra, Sopio Sastra, Beni Sigit Saptono Sihaloho, Noverika Siregar, Juni Astri Siti Khurotin Siti Nurhalimah Siti Solehah, Siti Solichin Solichin Sri Ngabekti Sri Sukaesih Sun, I Fang Suprianto Suprianto Susanti, Priyanti Syahputri, Natasya Aulia Tahrim, Tahrim Talitha Widiatningrum Toha, Siti Fauziah Triana Putri, Dian Unsya Oktami Jannah Valentine Theresia Simamora Valentine Theresia Simamora Vereysita, Sania Wahid Akbar Basudani Wibowo, Yoga Herlambang W.R. Widarto, Nabilla Umniyah Widiansyah, Andra Wijayanti, Novi Yulaika, Cici Yulianti, Yiyin Tri Septi YUNI KARTIKA SARI Zaki, Khozin Zaneera Malik Zebua, Elvin Agustini Zuhdi, Rafi