ANALISIS KESENJANGAN PERSEPSI ANTARA IDENTITAS MEREK (BRAND IDENTITY) DENGAN CITRA MEREK (BRAND IMAGE) PADA PRODUK MINUTE MAID PULPY
| Main Authors: | , Hapsari Arum Piranti, , Dr. Ike Janita Dewi, M.B.A. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/99612/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55754 |
Daftar Isi:
- This study aims to examine consumer perceptions of product bottled fruit drinks Minute Maid Pulpy. The research covers consumer perceptions in response to a brand identity that has been made by the company, the result of consumer response was the conclusion of the consumer perception of brand image. This study further examined the differences in brand image of the product is viewed gender, age / age, and education end. The first phase of the study Minute Maid brand identity Pulpy products obtained from interviews with the employees of the company. Further collection of data on consumer perceptions through questionnaires. And concludes with an analysis of the gap between brand identity and its brand image. The object of research amounted to 150 respondents in Jakarta and that is a consumer Minute Maid Pulpy. Sampling method used is purposive sampling, whereas for data collection is done by division of the questionnaire. Likert Like scale of measurement data. Statistical method used is descriptive analysis, ANOVA, analysis of the gap. Research shows that there is a difference between brand image based on gender, age, and education last. Furthermore, this study saw a significant gap between brand identity with brand image Pulpy Minute Maid products. With the research is expected of useful information for companies in consumer perceptions of their products, in terms of brand identity and promise what they contributed to the consumer.