TA DIGITAL
Analisis ekuitas merek hotel Ungaran Cantik di Wilayah Semarang
A brand is a name or symbol used to identify the source of a product or service. The brand can add significant value when it is well recognised and has positive associations in the mind of the consumer. This concept is referred to as brand equity. Brand equity is an intangible asset that depends on associations made by the consumer. The stronger brand equity will give much profit for the company.
The purpose of this final report was to identify the service brand equity of Ungaran Cantik Hotel which have four variables they are; Brand Awareness, brand- association, perceived quality, and brand loyalty. The sampling which was used in this final report was calculated by slovin formula which got result 67 respondents from 200 population. the respondents were customers of Ungaran Cantik Hotel.
The result of the research about brand awareness showed that 6.0% of respondents remembered Ungaran Cantik Hotel as a Top of Mind and 38.8% didn’t know it. Besides that there were two favour brand association which was included in the criteria as a respondent’s answer. It was cheap relative of definition that Hotel Ungaran Cantik has strategic site and cheaper price.
On the other hand, the brand loyalty showed that 53.73% respondents were commited buyers, 37.31% were satisfied buyers, liking the brand about 25.37%, while 13.4% were habitual buyers and 50.74% were switchers. It was concluded that Switcher were high and need to decrease.
It is recommended that Ungaran Cantik Hotel must make their service more familiar by increasing the brand awareness which was better and strong done by carrying out message that was easly remembered, compared to the others. Besides that, it will be better if the company save the association that was built by customers. To increase the brand loyalty it would be better if the company give a reward for the loyal customers, give more service and keep the good relation with them.
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah