Main Article Content
Abstract
The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity. One hundred respondents were selected accidentally around Bengkulu city. Data were analysed quantitatively and qualitatively. Quantitative data were processed using Test of Validity, Reliability Test (Hoyt), Cochran Test Analysis, Importance Performance Analysis (IPA), and Brand Switching Matrix Pattern. The result of the research showed that the NU Green Tea brand is the highest one, and 48% Top of Mind value. Brand Recall in Frestea Green get 45,8%. Brand Recognition asserts 75% among respondences to the existence of Joytea brand. The result of Unaware Brand reveals the research doesn’t seem to know Joytea Brand. Analyzing of Branded Association declares that NU Green Tea has 12 brand associations, Frestea Green brand has 10 brand associations, and in other side Joytea Green brand has 7 brand associations which each made brand image. More results for associations Cochran testing, means the consumers aware to the attributes of the product. It’s included that NU Green Tea brand of drinking package has most of the brand image than Frestea and Joytea Green. Consumer’s perceptions analyzing reveals that NU Green Tea has a good effort as to the respondents want to. Frestea Green must to get more effort to satisfy consumers. At least Joytea Green brand should be awared enough to increase their ability to get more result in consumer satisfying. Consumers’ loyalty analysis showed that the Frestea brand has good consumers loyalty than NU Green Tea and Joytea Green brand.
Keywords
Article Details
Authors who publish with this journal agree with the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
- This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
- Aaker, A. D. 1997. Manajemen Ekuitas Merek. Terjemahan. Perpustakaan USU. Medan.
- Aditya, Dhita. 2009. Analisis Sikap Konsumen dan Kinerja Atribut Teh Hijau Siap Minum Merek NU Green Tea Original di Kota Jakarta. Skripsi. Fakultas Pertanian IPB. (Diakses terakhir pada 16 Januari 2012).
- Anonim. MIX/06/V/12 Mei – 17 Juni 2007 dan MIX/07/V/14 Juli – 10 Agustus 2008. http://repository.upi.edu/operator/upload/s_mbs_043397_chapter1.pdf. (Diakses terakhir 16 Januari 2012).
- Aprilia, Ririn. 2005. NU Green Tea. http://www.vivanews.com. (Diakses terakhir 17 Januari 2012).
- Durianto, Darmadi, Sugiarto dan Tony Sitinjak. 2001. Strategi Melakukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Gramedia Pustaka Utama. Jakarta.
References
Aaker, A. D. 1997. Manajemen Ekuitas Merek. Terjemahan. Perpustakaan USU. Medan.
Aditya, Dhita. 2009. Analisis Sikap Konsumen dan Kinerja Atribut Teh Hijau Siap Minum Merek NU Green Tea Original di Kota Jakarta. Skripsi. Fakultas Pertanian IPB. (Diakses terakhir pada 16 Januari 2012).
Anonim. MIX/06/V/12 Mei – 17 Juni 2007 dan MIX/07/V/14 Juli – 10 Agustus 2008. http://repository.upi.edu/operator/upload/s_mbs_043397_chapter1.pdf. (Diakses terakhir 16 Januari 2012).
Aprilia, Ririn. 2005. NU Green Tea. http://www.vivanews.com. (Diakses terakhir 17 Januari 2012).
Durianto, Darmadi, Sugiarto dan Tony Sitinjak. 2001. Strategi Melakukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Gramedia Pustaka Utama. Jakarta.