Perpustakaan Digital ITB

In this paper, the author focuses on X, a start-up enterprise that produces handmade chocolate confectionery as its business, as a case study to examine its brand awareness and customer loyalty towards its business growth. X's current progress is a result of the business activities in establishing its brand equity, therefore it can be seen how the brand equity has significance over the result of sales. This study uses exploratory research, specifically historical data, in-depth interviews, participant observation and literature studies of the matter. Historical data is obtained from data of business activities during the first quarter since the business has launched where as in-depth interview analyzes qualitative information from involved respondents. Observation and literature studies give cross-check of data. Results from the studies indicate the brand awareness of X exists yet still low, therefore leading to low level of customer loyalty. Nevertheless, the response of customers towards X is positive, particularly response towards its product features.