E-Jurnal Manajemen Universitas Udayana
Vol 5 No 9 (2016)

ELEMEN ELEMEN BRAND EQUITY YANG MEMBEDAKAN PRODUK OLAHRAGA MEREK ADIDAS DENGAN NIKE DI KOTA DENPASAR

Kadek Tresna Widiananta (Fakultas Ekonomi dan Bisnis Universitas Udayana)
Made Wardana (Fakultas Ekonomi dan Bisnis Universitas Udayana)

Article Info

Publish Date
13 Sep 2016

Abstract

The purpose of this study was to determine the difference in Brand Equity’s elements on brand Adidas with Nike in Denpasar. The population in this study are all people in Denpasar who use the product brand Adidas and Nike. The samples that used in this study is 100. The sampling technique which used was purposive sampling. Methods of data collection in this research is participant observation. The method which used is different T test with SPSS 21.0 for windows. Results showed that there are significant difference between the three elements of Brand Equity from Adidas and Nike.They are brand awareness, brand association, perceived quality, but the brand loyalty shown no significant difference.

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Journal Info
E-Jurnal Manajemen Universitas Udayana
Website

Abbrev

Manajemen

Publisher

Universitas Udayana

Subject

Decision Sciences, Operations Research & Management

Description

E-Jurnal Manajemen (ISSN 2302-8912) aims to serve as a medium of information and exchange of scientific articles between teaching staff, alumni, students, practitioners and observers of science in accounting and business. E-Jurnal Manajemen editor receives scientific articles business strategy and ...