ANALISIS PERBANDINGAN EKUITAS MEREKKARTU SELULER MEREK SIMPATIDAN XL PRABAYAR

THE COMPARATIVE ANALYSIS OF BRAND EQUITY OF SIMPATI SIMCARD AND PREPAID XL SIMCARD

Abstract

This research purpose is to explain  attributes differences  of two simcards: 1) simPATI and 2) Xl prepaid category product.  The diferences relate with   brand equity (brand awarenss, brand associations, brand perceived quality and brand loyalty) on each simcard resepectively. Survey used  onlinequestionnaire that deliver directly to  the respondents.  Analysis methode used is Mann-Whitney test. Based on this research, it is found that the  difference between brand equity simPATI and XL Prabayar. The score for prepaid XL brand equity is higher than simPATI. Brand equity elements are perceived quality and brand loyalty indicated the differentiation significantly, while  brand awereness and brand association has no significant different.

Keywords: brand association, brand awereness, brand equity, brand loyal, perceived quality