ANALISIS PERBANDINGAN BRAND EQUITY PRODUK INDOMIE DENGAN MIE SEDAAP

The current market situation is increasingly competitive with increasing competition among producers. Producers must have the expertise to improve, maintain, and protect the strength  of their brand or brand because when brand equity has been formed, it will be a very valuable asset for the company. Indomie and Mie Sedaap are two instant noodle brands that have long competed in the Indonesian market. The competition between the two occurs not only in terms of product quality and innovation, but also in terms of marketing strategy and brand image.  This study will explain the comparison of Indomie and Mie Sedaap's brand equity  through four dimensions of brand equity, namely brand awareness, brand association, perceived quality, and brand loyalt. The population in this study is students of Halu Oleo University. The sample in this study amounted to 80 respondents. The data collection method in this study was carried out using a questionnaire. This study uses Descriptive Statistical analysis to describe or describe the data that has been collected and the analysis technique used is Independent Sample T-test. The results of this study show that: (1) there is a significant difference between  Indomie brand awareness and Mie Sedaap. (2) there is a significant difference between the Indomie brand association and Mie Sedaap, (3) there is a significant difference between Indomie's perceived quality and Mie Sedaap, and (4) there is no significant difference between Indomie's brand loyalty and Mie Sedaap