Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Ekonomics, Finance, and Management Studies
Nurhadi
Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, UPN “Veteran” Jawa Timur
Religion Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analisis Komparasi Brand Equity Chatime dan Haus! di Kota Surabaya: Berdasarkan Jenis Kelamin dan Kelompok Usia Luthfiyah Qurrotul Aini; Nurhadi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 3 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i3.5770

Abstract

The food and beverage industry continue to grow rapidly, with Chatime, a Taiwanese company, and Haus, an Indonesian brand, emerging as two popular bubble tea brands consumed by many Indonesians. This study aims to examine the differences in brand equity (brand awareness, perceived quality, brand association, and brand loyalty) between these two brands, focusing on gender and age groups. A quantitative approach was employed using a survey, with a five-point Likert scale as the measurement method. The research population consists of residents of Surabaya who have previously purchased Chatime and Haus!, with a total sample of 150 respondents selected through purposive sampling. Data analysis was conducted using paired t-tests in SPSS. The results reveal significant differences in brand awareness, brand loyalty, perceived quality, and brand association between males and females, as well as among the younger age group. In contrast, for the adult age group, no significant difference was found in brand loyalty, while significant differences were observed in brand awareness, perceived quality, and brand association.
Co-Authors Luthfiyah Qurrotul Aini