Analisis Citra Merek Pada Usaha Kecil Menengah Di Toko Araya Cake Di Kota Pekanbaru

Ekasandi, Muhammad Rizkhy (2022) Analisis Citra Merek Pada Usaha Kecil Menengah Di Toko Araya Cake Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The research conducted by the author aims to determine the analysis of brand image that occurs in small and medium businesses at the Araya cake shop in the city of Pekanbaru. Cake combines its outlets with the concept of a cafe, Araya Cake has received permission from the Ministry of Health and the owner of Araya Cake makes a patent for registering its business with the Intellectual Property Rights Institute (HKI) and also Araya Cake has collaborated with various agencies and individuals. The type of research is descriptive with quantitative methods. The sampling technique used incidental sampling technique with a total sample of 34 respondents, the data used in the study were obtained through observation, interviews, questionnaires and literature studies, the types of data sources used in the study were primary data and secondary data. good category, for the second indicator, namely the user image, based on the results of the questionnaire obtained, the user image is also in a good category, according to the choice of the respondent in the agree category which has the highest score, for the product image indicator, it is in the category strongly agree with the largest score of 60.0 , so it can be concluded that the product image is in the very good category.

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