ANALISIS KOMPARASI BRAND EQUITY PADA MASKAPAI PENERBANGAN CITILINK DAN LION AIR DI YOGYAKARTA

Abstrak

This study aims to analyze differences in brand equity which has elements consisting of brand awareness, brand association, perceived quailty dan brand loyalty between Citilink and Lion Air Airlines in Yogyakarta. The two airlines were chosen because they are both low-cost airlines or often referred to as Low Cost Carrier (LCC) which entered the top three in the 2020 top brand index. This research methods used quantitative method with comparative approach, namely comparing the brand equity variables between Citilink and Lion Air airlines. This type of data uses primary data obtained by distributing questionnaires to 105 respondensts. The Sampling method used a non-probability sampling technique with a purposive sampling approach with a total of 105 respondent. The data analysis method used is descriptive analysis of the procentage and the t-test difference test with paired samples. The results of the study show that there is no significant difference in the brand awareness element and there is a significant difference in the elements of brand association, perceived quality and brand loyalty between Citilink and Lion Air airlines.

Key Words : Brand Equity, Brand Awareness, Brand Association, Perceived Quality dan Brand Loyalty