Article measured the element of RCTI brand equity consisting of brand
awareness, brand association that formed brand image, perceived quality, and brand
loyalty. The used research method was descriptive, this research desribe 400 student
perception from four private universities in Jakarta on the RCTI brand equity in last
2005. The used sampling method was probability sampling using proportionate stratified
random sampling technique. The brand awarness research result shows that RCTI brand
is in the first level on top of mind level with 50,25% of the respondent. For the brand
association, there are three associations that formed brand image of RCTI, which are
RCTI Oke, Indonesian Idol, and Seputar Indonesia.
Masruroh and Indranto A. (2008). Analisis Elemen Ekuitas Merek RCTI dalam Persaingan Industri Televisi Swasta di Indonesia: Studi Kasus pada Empat Perguruan Tinggi Swasta Terkemuka di Jakarta. The Winners, 9 (1), 62-73.