Analisis Perbandingan Ekuitas Merek antara Kopi Janji Jiwa dan Kopi Kenangan

Abstract

The rapid development of globalization has driven changes in various aspects of life, including technology, economy, culture, and information. One of the industries that has experienced significant growth is the coffee beverage industry. This study aims to analyze the comparison of brand equity between Kopi Janji Jiwa and Kopi Kenangan, viewed from the variables of brand awareness, brand association, perceived quality, and brand loyalty. The purpose of this research is to determine the differences in brand equity between the two coffee brands and to identify which brand is superior.

The population in this study consists of coffee consumers in Jakarta, with a purposive sampling technique involving 100 respondents aged 17–40 years who have consumed both coffee brands within the last month. Data were collected through questionnaires using a Likert scale, and the analysis was conducted using a paired sample t-testwith SPSS version 22.

The results show significant differences in brand awareness, perceived quality, and brand loyalty, while brand association shows no significant difference between the two brands. Overall, the average brand equity score of Kopi Janji Jiwa (4.0500) is higher than that of Kopi Kenangan (3.6375), with a significance value of 0.028 (<0.05), indicating a significant difference between them. Thus, Kopi Janji Jiwa has a higher level of brand equity compared to Kopi Kenangan.