BRAND EQUITY ANALYSIS OF UHT MILK PRODUCT TETRA PACK 200 ML IN YOGYA DEPARTEMENT STORE CIMANGGU BOGOR CITY

Cimanggu Bogor City ” was carried out in August 2021, Convenience Yogya Cimanggu, Kedung Badak Village, Tanah Sareal District, City, West Java. Purpose of the research to know consumer characteristics purchase UHT milk tetra pack 200 ml products and analyzing elements brand equity products. The method a survey 91 respondents using questionnaire as tool. data obtained were analyzed desciptive statistics analysis, Cochran test, switching pattern matrix, estimated market share. According this study, characteristic consumers are housewives, aged between 19- 6 5 years old, with monthly income Rp. 1.000.000 - > Rp.5.000.000, expenditure 100.000 Rp.3.000.000, consumption frequency per month 1-15 times based on calculated parameters, results has shown that Ultramilk strongest value than competitor because it superior dimension awareness, association, perceived quality, loyalty, share more users.