Tujuan penelitian ini adalah untuk mengetahui persepsi brand association menurut pelanggan pakaian Kiddrock (studi pada distro Cranberries Pamekasan). Penelitian ini menggunakan metode deskriptif, dengan metode survei. Populasi penelitian ini adalah pelanggan pakaian Kiddrock di distro Cranberries dan Sampel dalam penelitian ini adalah 70 orang responden di distro Cranberries pada bulan Desember 2012. Metode pengambilan sampel yang digunakan adalah sampling aksidental. Metode pengumpulan data dengan cara penelitian lapangan (field research) dengan membagikan kuesioner dan riset perpustakaan data. Teknik pengolahan data yang digunakan ialah pengolaha data dengan bantuan perangkat lunak SPSS versi 16 (uji validitas dan uji reabilitas) dan menggunakan skala likert. Persepsi konsumen terhadap brand association terdiri dari beberapa dimensi, yaitu: dimensi jaminan, dimensi identifikasi pribadi, dimensi identifikasi sosial, dimensi status, dimensi kesediaan menerima perluasan merek, dan dimensi kesediaan untuk merekomendasikan merek. Hasil analisis menunjukan bahwa persepsi brand association menurut pelanggan pakaian Kiddrock di distro Cranberriess lebih di apresisasikan pada dimensi jaminan. Kata kunci : Brand Association, Presepsi, Kiddrock, Cranberries.

This study wanted to know the brand association perception based on kiddrock clothing customer—at cranberries distro pamekasan. This study was descriptive research with survey design. The population of this study is the kiddrock clothing customer and this study was used sampling design wich got 70 respondents at cranberries distro on December 2012 with accidental sampling design. In this study, the writer used field research with two research instruments. They were: questionnaire and well-designed data collection. The data processing technique was used the statistical computation or SPSS version 16 (the validity and reliability of tests) and used likert scale. Customer perception toward brand association consisted of several dimension. They were: guarantee dimensional, personal identification dimensional, social identification dimensional, status dimensional, receptivity brand extension dimensional and providing of brand recommendation dimensional. The result of analysis shown that the brand association perception based on kiddrock clothing customer at cranberries distro more appreciated on guarantee dimensional. Keywords: Brand Association, Perceptions, Kiddrock, Cranberries.

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