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
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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.

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

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Published
2013-03-01
Issue
Vol. 2 No. 1 (2013): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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