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In 1970, Cafe CSK were established by Mrs. H to offers foods such as gado gado and any other traditional menus. Most of the consumers are college students who have less option about cafe in bandung in that time. In the beginning, CSK build to become traditional restaurant just like any other restaur...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/9010 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In 1970, Cafe CSK were established by Mrs. H to offers foods such as gado gado and any other traditional menus. Most of the consumers are college students who have less option about cafe in bandung in that time. In the beginning, CSK build to become traditional restaurant just like any other restaurant, but along with the time CSK creates their own differentiation products that became favorite and preferable choices for consumers. Mrs. H herself running the cafe CSK without formal strategy such as promotions, marketing position, or other marketing plan to attract the market. Until now after three decades, CSK still running their business and accidentally, their build their own brand equity among costumers without any marketing strategy. In the end, yoghurt CSK have brand equity that became their valuable asset to sustain in the business though right now, there are so many cafe were made to fulfill the markets demand. <br />
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This research measuring brand equity of Cafe CSK among the young consumers (from 20-24 years old as potential target market ), and measure the power of brand equity to affect consumers decision making when they choose their favorite cafe. From the research also ascertainable the quality of product and service provide by cafe CSK recently. <br />
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