Analisis Perbandingan Ekuitas Merek Skincare AB dan XY

Abstract

Skincare is a product that is in great demand by the public. Because skin and facial care is very important to look better, many skincare companies are competing to market their products by offering various types of skincare with various brands. AB and XY are two skincare brands that are in demand by the public because of their affordable prices. AB and XY must be able to maintain brand equity. The purpose of this study is to understand the comparison in brand equity between two skincare products, namely AB and XY, through four key aspects of brand equity, including brand awareness, brand loyalty, brand association, and perceived quality. Data was collected using questionnaires distributed to 163 respondents who use AB and XY products. This research approach is a quantitative descriptive method, used to identify comparisons in brand equity through the four dimensions that have been mentioned. Data analysis was conducted using Kolmogorov Smirnov Normality Test and Mann-Whiteny U-Test. The findings showed significant differences in the dimensions of brand awareness, brand loyalty, brand association, and perceived quality between AB and XY products.