ANALISIS PERBANDINGAN EKUITAS MEREK PRODUK MOTOR MATIC MEREK HONDA DENGAN YAMAHA (Studi Kasus pada Masyarakat Bengkalis)

Abstract

This study aims to determine the comparative analysis of brand equity of Honda and Yamaha motorcycles in Bengkalis City. This type of  research is observational by distributing questionnaires to 100 respondents, the sampling technique in this study was carried out by the Nonprobability Sampling technique with the Snowball Sampling approach. The results of this study indicate that the brand equity of Honda’s motor matic products from the differentiation indicator gets a mean score of 4.27 classified in very high class, relevance gets a mean score of 4.16 classified in high class, knowledge gets a mean score of 4.33 classified in a very high class. Meanwhile, the brand equity of the Yamaha brand of automatic motorcycle products from the differentiation indicator got a mean score of 4.15 classified in high class, relevance got a mean score of 3.98 classified in high class, knowledge got a mean score of 4.20 classified in very high class. So, the most dominant brand equity of automatic motorcycle products with Yamaha and Honda is knowledge, while the lowest brand equity for automatic motorcycles with Yamaha and Honda is relevance.