Jurnal Ekonomi Pertanian dan Agribisnis (JEPA) ISSN: 2614-4670 (p), ISSN: 2598-8174 (e) Volume 5, Nomor 4 (2021): 1012-1018 https://doi.org/10.21776/ub.jepa.2021.005.04.5 KARAKTERISTIK BRAND EQUITY YOURGOOD SMOOTHIES BAR DI MATA KONSUMEN BRAND EQUITY CHARACTERISTICS OF THE BRAND YOURGOOD SMOOTHIES BAR IN THE EYES OF COSTUMER Ananda Lalitya Hadiputri 1* , Roni Kastaman 2 1* Program Studi Teknologi Industri Pertanian, Fakultas Teknologi Industri Pertanian, Universitas Padjadjaran (Email: ananda16006@mail.unpad.ac.id) 2 Program Studi Teknologi Industri Pertanian, Fakultas Teknologi Industri Pertanian, Universitas Padjadjaran (Email: roni.kastaman@unpad.ac.id) * Penulis korespondensi: ananda16006@mail.unpad.ac.id ABSTRACT Public awareness of a healthy lifestyle creates business opportunities. One of them is by creating a cafe with a healthy food theme. It is important for a brand to know the condition of its brand in the eyes of their customers. This can be identified using brand equity. Brand equity consists of brand awareness, brand loyalty, brand association, perceived quality, and market behavior. The research was conducted on the Yourgood brand in May-July 2020. The sampling technique used was purposive sampling of 113 respondents and was conducted through an online questionnaire, Google Form. Sampling used was purposive sampling of 113 respondents and was carried out through an online questionnaire, Google Form. The results showed that brand awareness was strong, consumer loyalty to the brand was not strong, and there were both advantages and disadvantages of the quality of the brand. Keywords: Brand Equity, Cochran Test, IPA ABSTRAK Kesadaran masyakat akan gaya hidup sehat memunculkan peluang bisnis. Salah satunya dengan membuat kafe bertema healthy food. Penting bagi suatu merek untuk mengetahui kondisi mereknya di mata konsumen. Hal tersebut dapat diketahui menggunakan brand equity. Ekuitas merek (brand equity) terdiri dari kesadaran merek, loyalitas merek, asosiasi merek, persepsi kualitas, dan perilaku pasar. Penelitian dilaksanakan terhadap merek Yourgood pada bulan Mei- Juli 2020. Teknik pengambilan sampel yang digunakan adalah purposive sampling sebanyak 113 responden dan dilakukan melalui kuesioner online, Google Form. Analisis data menggunakan beberapa metode, seperti kesadaran merek dan loyalitas merek menggunakan analisis deskripstif, asosiasi merek menggunakan uji Cochran, dan persepsi kualitas menggunakan Importance-Perfomance Analysis (IPA). Hasil penelitian menunjukan bahwa kesadaran akan merek sudah kuat, loyalitas konsumen terhadap merek belum kuat, dan didapatkan kelebihan maupun kekurangan dari kualitas merek tersebut. Kata kunci: Ekuitas Merek, Uji Cochran, IPA