Karakteristik Brand Equity Yourgood Smoothies Bar di Mata Konsumen

Abstract

Public awareness of a healthy lifestyle creates business opportunities. One of them is by creating a cafe with a healthy food theme. It is important for a brand to know the condition of its brand in the eyes of their customers. This can be identified using brand equity. Brand equity consists of brand awareness, brand loyalty, brand association, perceived quality, and market behavior. The research was conducted on the Yourgood brand in May-July 2020. The sampling technique used was purposive sampling of 113 respondents and was conducted through an online questionnaire, Google Form. Sampling used was purposive sampling of 113 respondents and was carried out through an online questionnaire, Google Form. The results showed that brand awareness was strong, consumer loyalty to the brand was not strong, and there were both advantages and disadvantages of the quality of the brand.