The International Journal Of Applied Business
ISSN -
Vol. 1 / No. 1 / Published : 2017-04
Order : 3, and page :1 - 14
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Original Article :
Evaluation analysis of airlangga university faculty of vocational education’s brand equity using customer based brand equity concept
Author :
- Ayu Febriyanti Puspitasari*1
- Ida Setya Dwijayanti*2
- Dosen Fakultas Ekonomi dan Bisnis
- Dosen Fakultas Ekonomi dan Bisnis
Abstract :
Indonesia is now facing a new order of global world in terms of economics,educations and other infrastructures. Therefore, Government focus on developing aneducation system which is not only based on academic and professional fields but alsovocational fields during the last decade. Brand is the identity of a product that can beused as a measurement of its quality. The concept is customer based brand equity(CBBE) which will be adopted in this study.This study aims to determine the strength of Airlangga University Faculty ofVocational Education Education’s brand equity.This study is using descriptive quantitative research approach. It describes theconsumer assessment. In this case is the brand equity stakeholder’s institution AirlanggaUniversity Faculty of Vocational Education Education.These results indicate that brand awareness of this institution’s stakeholder isgood. Based on the data, more than 60 respondents from a total of 77 respondents hasalready knew the existence of Airlangga University Faculty of Vocational Education. Inaddition, Stakeholders Faculty of Vocational Education already have brand loyalty totheir institution. Therefore, they are willing to promote and give more contributions toAirlangga University Faculty of Vocational Education in order to become a betterfaculty. Airlangga University Faculty of Vocational Education has a strong brand imagein the perception of their stakeholders. Concerning that the Faculty of VocationalEducation is an applied science faculty, this institution consists of the entire course bothDiploma III and Diploma IV at Airlangga University. Last, Stakeholders have a goodperception related with the quality of Airlangga University Faculty of VocationalEducation in order to create graduates or alumnae which is ready to work.The conclusion of this study is the strength of Airlangga University Faculty ofVocational Education’s brand equity in the perception of their stakeholders are good infact. Airlangga University Faculty of Vocational Education has a strong image as afaculty of applied science which consists of the entire course both Diploma III andDiploma IV at Airlangga University.
Keyword :
Brand Equity, Customer Based Brand Equity, Faculty of Vocational Education, Airlangga University,
References :
Lukman, D.M., ,(2014) Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian dan Kepuasan Konsumen Produk Teh Botol Sosro Kemasan Kotak Vol.10, No.1: hal. 64–81 : Jurnal Administrasi Bisnis
Permadi, P.C.,Kumadji,S.,&Kusumawati, A,(2014) Pengaruh Citra Merek Terhadap Word Of Mouth Dan Keputusan Pembelian (Survei Pada Konsumen Dapoer Mie Galau Jalan Selorejo 83 Malang) Vol 10 No 1. : Jurnal Administrasi Bisnis
Sukaatmaja, I.P.G. ,(2012) Analisis Ekuitas Merek Produk Waterbased Finising Izykote (Kasus Di Kabupaten Gianyar) Vol. 6, 151 No. 2. : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan
Archive Article
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 Volume : 1 / No. : 1 / Pub. : 2017-04 |
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