ANDINING PUTRI, CINDY (2024) ANALISIS EKUITAS MEREK SUSU UHT GREENFIELDS (Suatu Kasus pada Konsumen Greenfields di Kelurahan Jayamukti). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Increasing public awareness of the importance of nutritional value continues to grow over time, increasing the amount of milk consumption in Indonesia. This makes a large enough liquid milk market opportunity in the country an attraction for large groups of companies to enter and compete in it. High competition among UHT liquid milk producers, one of which is the UHT Greenfields, requires each company to know the product brand equity of the various elements that exist to be able to achieve and maintain competitive advantage by creating a strong brand. This research was conducted between March 2024 and May 2024. The type of research used is quantitative with explorative descriptive methods. Based on the results of the study, it can be concluded that UHT Greenfields brand awareness is still at the brand recall level of 27%, there are as many as 6 brand associations that form the brand image of UHT Greenfields products, consumers' quality perceptions of UHT Greenfields products are worth 4.29 in the very good range because the majority are perceived that existing performance has met the level of importance of consumer satisfaction attributes, and based on the resulting brand loyalty pyramid still shows an inverted pyramid with the majority of respondents at the switcher level as much as 65%.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Peningkatan kesadaran masyarakat akan pentingnya nilai gizi terus berkembang sejalan dengan bertambahnya waktu membuat jumlah konsumsi susu di Indonesia ikut meningkat. Hal tersebut membuat peluang pasar susu cair yang cukup besar di dalam negeri menjadi daya tarik bagi kelompok perusahaan besar untuk masuk dan bersaing didalamnya. Persaingan yang cukup tinggi antar produsen susu cair UHT salah satunya UHT merek Greenfields mengharuskan setiap perusahaan untuk mengetahui ekuitas merek produk dari berbagai elemen yang ada untuk dapat meraih dan mempertahankan keunggulan bersaing dengan menciptakan merek yang kuat. Penelitian ini dilaksanakan antara bulan Maret 2024 sampai Mei 2024. Jenis penelitian yang digunakan yaitu deskriptif kuantitatif dengan metode survey. Berdasarkan hasil penelitian dapat disimpulkan bahwa kesadaran merek UHT Greenfields masih berada pada tingkat Brand Recall sebesar 27%, terdapat sebanyak 6 asosiasi merek yang membentuk citra merek dari produk UHT Greenfields, persepsi kualitas konsumen terhadap produk UHT Greenfields bernilai 4.29 berada pada rentang baik karena mayoritas dipersepsikan bahwa kinerja yang ada sudah memenuhi tingkat kepentingan atribut kepuasan konsumen, dan berdasarkan piramida loyalitas merek yang dihasilkan masih menunjukkan piramida terbalik dengan responden yang mayoritas berada pada tingkatan switcher sebanyak 65%. | |||||||||
| Uncontrolled Keywords: | association, awareness, brand equity, loyalty, perceived quality | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Cindy Andining | |||||||||
| Date Deposited: | 14 Aug 2024 11:50 | |||||||||
| Last Modified: | 14 Aug 2024 11:50 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38714 |
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