Comparative Analysis Of Equity Brands Of Eight Sewing Machine Brands
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Abstract
This study intends to provide scientific information on the comparison of the elements of brand equity in machine products, especially sewing machines for the garment industry with the brands Juki, Brother, Pegasus, Yamato, Siruba, Sunstar, Yamata and Typical. The research data was obtained through a questionnaire distributed to respondents who were familiar with sewing machines, which of course they are people who work in the garment industry. The conclusion of this research is that the Juki brand, which has been the leader in the sewing machine industry, continues to lead the position of the leader even though the Brother and Pegasus brands always try to overthrow it.
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