ANALISIS PERBEDAAN BRAND IMAGE TERHADAP MASYARAKAT BERPENDAPATAN MIDDLE UP VS MIDDLE LOW DI SURABAYA (STUDI KASUS BOYBAND SMASH)
Abstract
This study aimed to determine whether there are differences in tastes of
the public regarding the brand image of boyband Smash based on income. The
samples used in this study is the city of Surabaya to know about the Smash of 200
respondents and 100 respondents were divided into middle up-income and 100
middle low-income people. For processing and analyzing data in this study by
using Structural Equation Modeling (SEM) with AMOS 16.0 software as the
software to process data. The analysis showed that there is a difference of brand
image in a society based on income.
The empirical results indicate that there is a difference in the middle up
income and middle low income people to the brand image indicator . Middle up
income communities prefer a boyband from their physical appearance and
impresive impact of the boyband personnel. While the middle low income
communities they are assessing a boyband of emotional attachment to them and
how they're always able to make people think of the boyband.