Brand Equity Specialist Product di Mata Konsumen:(Survey Deskripsi tentang Brand Equity Molay Tactical di Mata Polisi dan Militer)

Arie Setya Yudha , Rahayu

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT This research explain brand equity of Molay, a tactical gear brand from Yogyakarta that established on 2009 by Communication Departement, Social and Politic Sciene Universitas Gadjah Mada student. This brand could gain trust to supply tactical gear for some of special units in Indonesia including law enforcement and military unit. This research became attractive because Molay itself begins from a small online business, but communication strategies through online business and along with consistent product quality makes this brand trusted by customer even getting some buyer from abroad such as United Arab Emirates, United States, Canada, and some other countries. Researcher assume that we need to discover how the brand equity, so it could become future reference or motivation for anyone who begin its online business. Method that used in this research is survey method because survey could collect and get direct data from research field source, usually done with written questionnaire which doesn’t require direct contact between researcher and respondents. (Ruslan, 2003: 22).

Kata Kunci : Iklan; Merk