Pengaruh branding strategy dan market share dalam membentuk brand equity mie sedaap

Handayani, Christifani (2018) Pengaruh branding strategy dan market share dalam membentuk brand equity mie sedaap. Masters thesis, Institut Pertanian Bogor.

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Abstract

Business competition and rapid technological developments it is not focus on competition in quality, price and promotion, but branding competition. Companies that have a strong brand are considered to have excellent advantages and can stimulate consumers and create new markets in order to achieve competitive advantage and will more easily launch a variety of marketing strategies to excel in the competition. A company that is aware of a branding realizes that the brand becomes an identity and becomes an added value in selling its products. Developing branding strategy becomes one way to increase market share. Brand strategy is a brand management that aims to manage all elements of the brand in relation to consumer attitudes and behavior can also be interpreted as a communication system that organizes all point contacts with a product or service or organization itself with stakeholders and directly support business strategy whole. Mie Sedaap is one of the instant noodle products from Wings Group which is in second position after its biggest market share. Understanding brand strategy on market response is the key to success in mastering market share and establishing brand power in the minds of consumers. Based on the above problem, the purpose of this research is to analyze the influence of branding strategy to the market share of noodle sedaap, to analyze how big the branding strategy to the market share of noodles, analyze the market share relationship to the brand equity noodle, analyze the branding strategy to brand equity noodle sedaap , and the last is looking for managerial implications for companies that can be applied in the future. The data used in this study are primary data and secondary data. Sampling method used in this research is purposive sampling with criteria of respondents as sample are people who consume instant noodles at least 3x in the last week when the taking of the respondents of the research took place. Total of the respondents in this study as 145 respondents. The data is tabulated through a descriptive approach based on characteristics of sex, occupation, income, and age. as many as 62.8 percent female sex and the remaining 37.2 percent male sex. The biggest profession of the respondents who owned is as housewife (IRT) of 56.6 percent of the total respondents. the highest average monthly income of respondents is Rp. 3,000,000-7,000,000 / month range of 49 respondents, then 41 respondents have total income with an average of Rp. < 3,000,000. The most dominant age is the vulnerable age of 26-35 years, with a percentage of 44.8 percent. Furthermore, the model fit test. This fit stage relates to the initial forming model of structural equations before estimating. Models are designed based on previous theories, literature and research. In this study the model is said to be goodness of fit or already good. The overall result of structural equation in this research is the influence of branding strategy to brand equity with the indicator which has the biggest coefficient is symbol exposure (value loading 0.90) and advertisement (value loading (0.92). There is influence of market share to brand equity with indicator which have the largest contribution is to keep buying if the price is raised (1.00 value loading), product availability (1.00 value loading) and promotion (1.00 value loading). The market share influence on branding strategy with t-value of 3.94 and coefficient as 0.22. Influence of branding strategy to market share with t-value 2.24 and coefficient as 0.13. The implication that can be done by noodles is by considering the posisisap relative market position and the level of noodle sales growth sedaap that is by using boston consulting group matrix (BCG matrix). Currently the position of noodle sedaap exists in Quadrant IV / Dog. The dog category has a low market share and low growth rate of pruning is the most effective way as well as applying the indicators with the greatest contribution value to the growing noodle position.

Item Type: Thesis (Masters)
Uncontrolled Keywords: branding strategy, brand equity, market share, matriks boston- consulting group, mie instan, Metode Structural Equation Modeling, SEM
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 15 Dec 2018 02:44
Last Modified: 15 Dec 2018 02:44
URI: http://repository.sb.ipb.ac.id/id/eprint/3179

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