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All Journal Jurnal Mandiri Jurnal Ilmiah Edunomika (JIE) Akrab Juara : Jurnal Ilmu-ilmu Sosial Jurnal AbdiMas Nusa Mandiri Jurnal Abdimas Ekonomi dan Bisnis Jurnal Ekonomi Matriks Manajemen : Jurnal Ekonomi
Hary Mulyadi
Fakultas Ekonomi Dan Bisnis, Universitas Nusa Mandiri
Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Mathematics Medicine & Pharmacology Neuroscience Physics Social Sciences Other

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Journal : Akrab Juara : Jurnal Ilmu-ilmu Sosial

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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 Adam Hidayah Ati Chandrasari Ati Chandrasari Bryan Givan Febrianto Gani Wiharso Ida Zuniarti Instianti Elyana Instianti Elyana Muhammad Abdullah Muhammad Abdullah Mutiara Rofingi Nurcahyo Kumolo Marsono Oby Eko Purwanto Oby Eko Purwanto Sri Rusiyati Sulistia Fauzi Valentine Theresia Simamora Valentine Theresia Simamora Wahid Akbar Basudani