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.