Analisis Ekuitas Merek Aqua Berdasarkan Persepsi Kualitas Merek (Brand Perceived Quality) Pada Pengguna Media Sosial Instagram

Abstract

PT AQUA Golden Mississippi, Tbk is one of the many brands that
produce mineral water with various packaging needed. AQUA as
the market leader in the bottled water product category, has a strong
brand equity. In addition, AQUA increases the perceived quality in
the eyes of consumers by adding a variety of choices of bottled
drinking water of various sizes. In general, the purpose of this study
is to get an overview of AQUA's brand equity, while in more detail
the purpose of this study is to analyze the perception of brand quality
in drinking water in the AQUA brand packaging among the social
media users of Instagram. This research is a type of survey research,
where the research aims to find out about the measurement of brand
equity based on brand perceived quality elements in AQUA brand
beverage products. The number of samples in this study were 374
samples, namely 365 women and 9 men. Based on the results of the
study, it can be concluded from the percentage of 97.9% who chose
strongly agree and agree, that respondents believe in the quality
given that AQUA has clear water in the eyes of consumers, 93.3%
who voted strongly agree and agree, that the bottled water produced
by the AQUA brand does not have a smell or smell in the eyes of
consumers, 68.2% of AQUA consumers choose strongly agree and
agree it is proven that the quality of AQUA is very good, 90.7% who
choose strongly agree and agree, that AQUA is believed to be a
hygienic product in the eyes of consumers, 96% who voted strongly
agree and agree, that AQUA can make it easier to consume drinking
water in the eyes of consumers, 96.3% who choose strongly agree
and agree, that AQUA has an easy logo recognized and remembered
in the eyes of consumers, 96.3% who voted strongly agree and agree,
that AQUA has good packaging in the eyes of consumers, 79% who
chose strongly agree and agree, that AQUA has the same quality
from time to time in the eyes of consumers, 89, 3% who voted
strongly agree and agree that AQUA has a price that is in accordance
with the volume/size in the eyes of consumers