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Megah Wijaya
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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ANALISIS PENILAIAN KONSUMEN TERHADAP KESADARAN MEREK RESTORAN FAST FOOD DI JAKARTA Megah Wijaya; Yenli Megawati
Business Management Journal Vol 7, No 2 (2011): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (510.756 KB) | DOI: 10.30813/bmj.v7i2.592

Abstract

The purpose of this survey is to know the highest and the lowest brand awareness and brand association of fast food restaurant in Jakarta. In-depth interview and questionnaire are the method the research. There were 200 respondents purposively selected.Data analysis using mean and validity and realibility for questionnaire produce the following results: (1) Top of Mind – KFC   (2) Brand Recall – McDonald’s   (3) Brand Recognition – KFC   (4) Brand Equity – KFC   (5) Brand Preference – McDonald’s   (6) Brand Uniqueness – McDonald’sKey Words:Brand, Brand Awareness, Brand Association, Fast Food Restaurant  
Co-Authors Megawati, Yenli