ABSTRAK
Tesis ini membahas pengaruh TV Commercial terhadap peningkatan brand equity minumanlarutan penyegar Cap Badak. Penelitian ini menggunakan analisis statistik deskriptif dananalisis regresi sebagai teknik analisis data. Teknik sampling yang digunakan adalahnonprobability sampling yaitu menggunakan convenience sampling.Berdasarkan data dari200 responden, maka didapatkan hasil penelitian yang menunjukkan bahwa TV Commercialberpengaruh secara signifikan terhadap seluruh dimensi brand equity, yaitu brand awareness,brand association, perceived quality, dan brand loyalty. Brand awareness, perceived quality,dan brand loyalty tidak berpengaruh secara signifikan terhadap peningkatan brand equity.Selain itu, didapatkan pula hasil penelitian yang menunjukkan bahwa brand associationberpengaruh secara signifikan terhadap peningkatan brand equity.

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ABSTRACT
This thesis analyze the effect of TV Commercial to improve brand equity of ‘LarutanPenyegar Cap Badak’.This research applied descriptive statistic and regression analysismethod. The sampling technique used is non probability sampling, which employed aconvenience sampling approach. According to the data from 200 respondents, there is asignificant effect of TV Commercial to the overall improvement of brand equity dimension.Brand awareness, perceived quality, and brand loyalty has no significant relation with theincrease of brand equity. In the other hand, brand awareness, perceived quality, and brandloyaltyhave no significant relation with the increase of brand equity. In addition, the researchalso shows that brand association significantly affects brand equity enhancement.