STUDI DESKRIPTIF BRAND IMAGE MINYAK GORENG BIMOLI, FILMA, TROPICAL, SANIA DAN KUNCI MAS DI SURABAYA

  • Cecilia Natasya Tionardi Manajemen / Fakultas Bisnis dan Ekonomika Universitas Surabaya
Abstract Views: 1298 times
PDF - FULL TEXT Downloads: 286 times
Keywords: brand image, strength of brand association, favorability of brand association dan uniqueness of brand association

Abstract

Penelitian ini bertujuan untuk mendeskripsikan brand image minyak goreng Bimoli, Filma, Tropical, Sania dan Kunci Mas di Surabaya. Metode pengolahan data pada penelitian ini menggunakan rata-rata, diagram batang dan deviasi standar. Hasil pengolahan data ini akan menunjukkan gambaran dari minyak goreng Bimoli, Filma, Tropical, Sania dan Kunci Mas di Surabaya berdasarkan persepsi pelanggan. Minyak goreng Tropical memiliki brand image yang paling baik, diikuti minyak goreng Kunci Mas, minyak goreng Bimoli, minyak goreng Filma dan minyak goreng Sania. Elemen strength of brand association pada minyak goreng Bimoli  memiliki nilai rata-rata paling tinggi. Elemen strength of brand association dan favorability of brand association pada  minyak goreng Filma memiliki nilai rata-rata yang sama. Pada minyak goreng Tropical dan Kunci Mas, elemen uniqueness of brand association memiliki nilai rata-rata tertinggi. Elemen favorability of brand association memiliki nilai rata-rata tertinggi pada minyak goreng Sania.

Downloads

Download data is not yet available.

References

A, I.E., 2012, Top Brand dalam Pasar Komoditi Bermerek, Majalah Marketing, Februari 2012, p.90-p.91

Ambadar, J., 2007, Mengelola Merek, Yayasan Bina Karsa Mandiri Arikunto, S., 2010, Prosedur Penelitian Suatu Pendekatan Praktik Edisi Revisi 2010, PT Rineka Cipta Dharmayanti, D., 2006, Analisa Sensitivitas Respon Konsumen terhadap Ekstensifikasi Merek (Brand Extension) pada Margarine Merek Filma di Surabaya, Jurnal Manajemen Pemasaran, Vol. 1 No. 2:65-73

Istijanto, 2007, 63 Kasus Pemasaran Terkini Indonesia Membedah Strategi dan Taktik, PT Elex Media Komputindo

Iwantono, S., 2002, Kiat Sukses Berwirausaha Strategi Baru Mengelola Usaha Kecil dan Menengah, PT Gramedia Widiasarana Indonesia

Keller, K.L., 2008, Strategic Brand Management Building, Measuring, and Managing Brand Equity, Third Edition, Pearson Prentice Hall

Kotler, P., dan Keller, K.L., 2007, Manajemen Pemasaran, Edisi 12, Erlangga

Sekaran, U., 2006, Research Methods for Business Metodologi Penelitian untuk Bisnis, Buku 2 Edisi 4, Salemba Empat

http://www.suarakarya-online.com/news.html?id=133993 diunduh pada tanggal 26 Maret 2012 13.40 WIB

http://www.swadigital.com diunduh pada tanggal 27 Maret 2012 15.12 WIB
Published
2013-03-01
Issue
Vol. 2 No. 1 (2013): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

Creative Commons License

  • Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
  • Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
  • By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.