Analisis ekuitas merek minuman ready to drink (rtd) kopiko 78 celcius di kota bogor

Sari, Marina Nova (2018) Analisis ekuitas merek minuman ready to drink (rtd) kopiko 78 celcius di kota bogor. Masters thesis, Institut Pertanian Bogor.

[img]
Preview
Text
R56-01-Sari-Cover.pdf - Published Version

Download (461kB) | Preview
[img]
Preview
Text
R56-02-Sari-Ringkasan.pdf - Published Version

Download (290kB) | Preview
[img]
Preview
Text
R56-03-Sari-Summary.pdf - Published Version

Download (553kB) | Preview
[img]
Preview
Text
R56-04-Sari-Daftarisi.pdf - Published Version

Download (487kB) | Preview
[img]
Preview
Text
R56-05-Sari-Pendahuluan.pdf - Published Version

Download (1MB) | Preview
[img] Text
Tesis full.pdf
Restricted to Registered users only

Download (1MB)
Official URL: http://lib.sb.ipb.ac.id/

Abstract

Half of the middle class income in Indonesia is used to buy fast moving consumer goods (FMCG), especially the kind food and beverage. The needs of the customers towards ready to drink (RTD) beverage is increasing, along with the shift of beverage function and the change of customer lifestyle that demand everything to be more fast and practical. The emergence of community needs to drink coffee responded by PT Mayora Indah Tbk by launching Kopiko 780C as the first beverage with plastic bottle packaging in Indonesia. Although Kopiko 780C is a pioneer of bottled coffee drinks, Kopiko 780C hasn’t be able to become a market leader in category of RTD coffee products in Indonesia in accordance with the vision and the mission of the company. Appropriate measures should be undertaken by PT Mayora Indah Tbk to be able to win the competition in the market. To face the competition of the industry, companies often use brand-oriented management strategies. A strong brand is able to give an advantage for the company. A good brand is a brand that has high equity. The fact that the brand has an important role, requires the companys to keep trying improve the brand equity of its products. Brand equity is influenced by the marketing mix and the brand equity-forming dimension. Marketing mix management strategies is the key to increase brand equity. The purpose of this research is to know the influence of marketing mix (price, distribution, promotion, and product attribute) to brand equity dimension (perceived quality, association and brand awareness, and brand loyalty) and brand equity. Data were collected by questionnaire to 200 respondents in 6 sub districts of Bogor City. Respondents were chosen by purposive sampling. Data processing method used is a Structural Equation Model (SEM). The results showed that the price has a positive and significant effect on the formation of the perceived quality and brand loyalty. Distribution positively and significantly influences the formation of association and brand awareness and brand loyalty. Promotion has a positive and significant effect on the formation of association and brand awareness. Product attributes have a positive and significant effect on the formation of perceived quality, association, and brand awareness. In addition, all dimensions of brand equity have a positive and significant effect on the formation of the Kopiko 780C brand equity. The perceived quality of Kopiko 780C is most influenced by product attributes. The awareness and association of Kopiko 780C is most influenced by promotion. While the formation of brand loyalty Kopiko 780C most influenced by the distribution. This shows that in order to increase the brand equity of Kopiko 780C, it is necessary to improve the distribution strategy, promotion strategy, and product strategy.

Item Type: Thesis (Masters)
Uncontrolled Keywords: brand equity, brand equity dimension, Kopiko 780C, marketing mix, ready to drink, structural equation model (SEM) bauran pemasaran, dimensi ekuitas merek, ekuitas merek, Kopiko 780C, minuman dalam kemasan botol, minuman siap minum, structural equation model (SEM)
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 29 Nov 2018 03:21
Last Modified: 29 Nov 2018 03:21
URI: http://repository.sb.ipb.ac.id/id/eprint/3169

Actions (login required)

View Item View Item