At whole, this thesis analyzes the measurement of brand equity in
Memories of Asia Restaurant, one of a Chinese restaurant in Arnhem, Nederland.
This thesis is divided into six chapters, which each has its own content.
Chapter one is introduction. It tells about the background of the research, the
research problem definition and the research objective- the purpose of this thesis.
Chapter two is the general overview about the company. It contains the
history of Memories of Asia Restaurant, and the background of choosing the name
and the symbol of Memories of Asia Restaurant.
The literature review about the brand equity used in the research problem
is explained on chapter three.
The fourth chapter discusses about the research methodology used in this
thesis. It combines the qualitative and quantitative method on this research. The
writers will do the in-depth interview with the owner of Memories of Asia
Restaurant and the guest. It is about their perception of Memories of Asia
Restaurant?s brand. Some questionnaires are spread to some Arnhem citizens.
After that the writers will compare the result of the questionnaires with the
theories that the writers have.
The fifth chapter is the main discussion of this thesis whereas all data that
have been collected through interviews and observation are being analyzed. The
analysis is done based on theories existed.
And the last chapter describes about the conclusions about the research
and the recommendation for Memories of Asia Restaurant that could be
implemented in order to increase the performance and quality of Memories of
(33403062) YESSICA MEITARIA KIRANA S
(33403092) ANDHIKA FEBRIANTO
(NA00000356) A. H. M. VAN HOOFF
(NA00000357) FOTINE ZIJLSTRA
(NA00000354) A. HOEKSTRA
Universitas Kristen Petra
Year : 2007
2. RESTAURANT MANAGEMENT
memories, restaurant, asia restaurant, brand
s1 - Skripsi/Undergraduate Thesis (Program Manajemen Perhotelan)
Skripsi No. 02010348/HTL/2007; Yessica Meitaria Kirana Susilo (33403062), Andhika Febrianto (33403092)
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