Analisis Komparatif Brand Equity antara McDonald’s dan KFC di Industri Restoran Cepat Saji Indonesia

Abstract

This study aims to analyze and compare the brand equity of two leading fast-food restaurants in Indonesia, namely McDonald’s and Kentucky Fried Chicken (KFC). In an increasingly competitive market, brand equity has become a crucial asset for companies to maintain customer loyalty and strengthen their brand position. This research employs a qualitative descriptive method using a case study approach. The data used are secondary data obtained from literature reviews, journals, and relevant online sources. The analysis focuses on the main elements of brand equity, including brand awareness, brand association, perceived quality, brand loyalty, and brand assets. The results show that both McDonald’s and KFC possess strong brand equity, although each brand excels in different aspects. McDonald’s demonstrates superiority in brand awareness and emotional association through culturally adapted marketing strategies and product innovation, whereas KFC stands out in customer loyalty and product strength with its signature fried chicken that has become deeply ingrained in consumer perception. In Indonesia, KFC operates more outlets than McDonald’s, yet McDonald’s tends to outperform in collaborative promotional strategies and customer experience. Overall, the brand equity of both brands contributes significantly to their success in the fast-food industry. These findings are expected to provide insights for companies in developing strategies to enhance brand equity and sustain competitive advantage.