ANALISIS TINGKAT BRAND EQUITYPADA PRODUK DETERJEN
BUBUK(Studi pada Mahasiswa Universitas Muhammadiyah Malang)
Oleh: ROMY AUNUROFIK ( 03610442 ) Management
Dibuat: 2010-10-30 , dengan 7 file(s).
Keywords: Brand Awareness dan Brand Association
ABSTRAK
Penelitian ini yaitu mengenai perilaku konsumen tergolong dalam jenis survey, dimana dalam melakukan observasi, untuk mengumpulkan data, hanya mencatat data seperti apa adanya,
dengan judul “Analisis Tingkat Brand Equity Pada Produk Deterjen Bubuk (Studi Pada Mahasiswa Universitas Muhammadiyah Malang)”.
Tujuan penelitian ini yaitu untuk mengidentifikasi brand awareness konsumen terhadap produk deterjen bubuk dan untuk menganalisis brand association terhadap produk deterjen bubuk. Kegunaan penelitian yang ingin dicapai khususnya bagi perusahaan yaitu diharapkan dapat digunakan sebagai bahan pertimbangan bagi pihak manajemen perusahaan dalam menentukan kebijaksanaan tentang produk dimasa yang akan datang berdasarkan analisis brand equity dalam usaha untuk meningkatkan penjualan.
ABSTRACT
These research concerning about consumer behavioral which included in the survey type, that is
conduct observation, to collect data, only noted data as it is, which title “Analysis Brand Equity
level at powder detergent product (study at Universitas Muhammadiyah Malang student)”. Objectives of this research to identified consumer brand awareness toward powder detergent product. The purposes of this research that wish to reach, especially, for company as
consideration for management side to determine policy in the future, based on brand equity analysis brand that brand most remember, when researcher propose statement that can within effort to increase selling.
Based on brand awareness result include: top of mind (puncak ingatan), brand recall
(pengingatan kembali merek), brand recognition (penggunaan alat bantu), brand unaware (tidak tahu merek) can concluded that Rinso brand detergent that the first time to remembered. Rinso detergent that represent detergent brand, is the first level brand, which remembered after top of mind, when remembering detergent. Rinso detergent direct or remembering respondent to remember of detergent brand. Detergent brand is brand which never remember or unknown by most of respondent. Analysis result brand association (asosiasi merek) concluded that are related significantly with brand association of product Rinso detergent brand. Based on of result the Rinso detergent is describe that the result can associated with clean guarantee, low price or price affordable, cloth become fresh, many variant of product choices, aromatic, familiar brand or famous, most of people like, not hot in hand, many foam, not destroy the cloth color, smooth in the cloth, advertisement about Rinso detergent more often expose in the television, many variant packaging, easy to clean the cloth and most of the consumer use this product.
