ANALISIS PERBANDINGAN KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS MEREK, MEREK JUICE BUAVITA

The objectives of this research is to test comparison of brand awareness, brand association, brand perceived quality and consumer loyalty juice brand Buavita and ABC so to analyze there are correlation of brand awareness, brand association, brand perceived quality with consumer loyalty between juice brand Buavita and ABC. Respondent in this research are highstudent of Muhammadiyah University of Yogyakarta who consumption juice brand Buavita and ABC which account 130 peoples. The methods of completing sample use non probability sampling with purposive sampling technique. The data taken way primary data with give questioner to respondent. The comparison brand awareness, brand association, brand perceived quality and consumer loyalty to juice brand Buavita and ABC use value of mean so to test there or not there correlation of brand awareness, brand association, brand perceived quality with consumer loyalty so use pearson correlation (pearson product moment). Based on the result of research show that the result of brand awareness, brand association, brand perceived quality and consumer loyalty juice brand of Buavita are the bigger than juice brand of ABC. This research showing that there are correlate between brand awareness, brand association, brand perceived quality juice brand Buavita and ABC have correlate with consumer loyalty. Except brand association for juice brand of ABC there are not correlate with consumer loyality.