ANALISIS EKUITAS MEREK PRODUK PASTA GIG1 MEREK SIWAK-F DI WILAYAH KOTA BOGOR

Siregar, Roullandi Nasrullah (2001) ANALISIS EKUITAS MEREK PRODUK PASTA GIG1 MEREK SIWAK-F DI WILAYAH KOTA BOGOR. Masters thesis, Institut Pertanian Bogor.

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Official URL: http://elibrary.mb.ipb.ac.id

Abstract

Analysis brand equity for toothpaste product Siwak-F was conducted in Bogor as long as June 2002. The selection was selected by purposive. The research was purposed in order to : (1) analyze brand loyalty of Siwak-F, (2) analyze perceived quality of Siwak-F, (3) Analyze component of brand associations and (4) formulate marketing strategy for Siwak-F. The sampling methods are non-probability sampling with snowball sampling technique. Variable for observation is including such as : (demography, (2) brand loyalty (switcher, habitual buyer, liking the brand, satisfied buyer and committed buyer), 93) perceived quality and (4) brand associations. While the statistics analysis is percentage, Cochran test and Likert Scale. The result was indicated that user composition of Siwak-F is consisted of 41.54 % for actual user and 58.93 % for ex user. Brand loyalty analysis shows that switcher is 7.41 %, habitual buyer 44.44 %, satisfied buyer 59.26 %, liking the brand 66.67 % and committed buyer is 25.92 %. Perceived quality analysis shows that quality for tooth protection and package has fulfill with customer satisfaction. While perceived quality for tooth healthier, fresher, cleaner and Whitener and finding the product is not filfill yet customer satisfaction. Brand association analysis shows that brand image component for Siwak-F is including such as : medicated toothpaste, Family toothpaste, more than ordinary toothpaste due to Siwak and fluoride contend, make tooth healthier, fresher, cleaner and whitener and Islamic product form Moslem company. The formulation for marketing strategy is maintain actual user and taking by force for ex user of Siwak-F. The efforts are including category and positioning product, maintain symbol, brand and outside package, maintain contend quality, establish relationship with Moslem community, strengthen distribution network and improving toothpaste research. Some recommendation for the research is including : (1) PT. Miswak Utama should periodically carried out brand equity research as an input for brand equity strategy, (2) PT. Misak Utama should periodically conducting evaluation on market segmentation, target, and positioning product, and (3) it is necessary to conduct further research concerning about top of mind advertising, brand share, gain index, projected brand share and value brand for Siwak-F.

Item Type: Thesis (Masters)
Uncontrolled Keywords: ekuitas merek, brand awareness, brand loyalty, perceived quality, brand association, brand image, test cochran, skala likert, pasta gigi, Siwak-F;: pemakai aktual
Subjects: Manajemen Pemasaran
Depositing User: Staff-3 Perpustakaan
Date Deposited: 28 Dec 2011 06:28
Last Modified: 28 Dec 2011 06:28
URI: http://repository.sb.ipb.ac.id/id/eprint/486

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