Business Management Journal Program Studi Manajemen
Vol 7, No 2 (2011): Business Management Journal

ANALISIS PENILAIAN KONSUMEN TERHADAP KESADARAN MEREK RESTORAN FAST FOOD DI JAKARTA

Megah Wijaya (Unknown)
Yenli Megawati (Unknown)

Article Info

Publish Date
25 Jul 2017

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  

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Journal Info
Business Management Journal Program Studi Manajemen
Website

Abbrev

business-management

Publisher

Universitas Bunda Mulia

Subject

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

Description

Business Management Journal (BMJ) is a scientific journal managed by the Bunda Mulia University Management Study Program. BMJ is published twice a year. BMJ publishes scientific articles resulting from empirical research in the field of management science. BMJ accepts scientific papers written by ...