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All Journal JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen Journal of Ekonomics, Finance, and Management Studies
Aini, Luthfiyah Qurrotul
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Religion Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Library & Information Science

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Analisis Komparasi Brand Equity Chatime dan Haus! di Kota Surabaya: Berdasarkan Jenis Kelamin dan Kelompok Usia Aini, Luthfiyah Qurrotul; 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.
Implementasi Marketing Tunnel AIDA pada Metode Pemasaran Digital Search Engine Optimization (SEO) Aini, Luthfiyah Qurrotul; Samsudin, Acep
JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen Vol 4 No 1 (2024): JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen
Publisher : Universitas Muhammadiyah Enrekang

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Abstract

. This study aims to identify and explain the relationship and application of the AIDA concept to Search Engine Optimization (SEO) optimization on websites and several other digital marketing media. The research method used is descriptive qualitative with data collection using literature study techniques. The application of the AIDA concept can be seen in the opening, body and closing sections of the article.
Co-Authors Acep Samsudin NURHADI