ANALISIS PERBANDINGAN BRAND EQUITY ANTARA TEH PUCUK HARUM DENGAN TEH BOTOL SOSRO

The purpose of the study is to test the difference in brand equity between Pucuk Harum Tea brand and Botol Sosro Tea brand. The type of research used in this study is comparative research. Collecting data with survey method through google-form with 150 Rumah Kolam customers who consume both Pucuk Harum tea and Botol Sosro tea based on quota sampling. Hypothesis testing using paired sample t-test showed significant differences in all dimensions of brand equity that included brand awareness, brand association, perception of quality, and brand loyalty of both two tea brands