Posisi merek-merek kopi kemasan sachet :: Studi kasus pada Mahasiswa Universitas Gadjah Mada Yogyakarta

ARTANTI, Ira, Dr. BM. Purwanto, MBA

2004 | Tesis | Magister Manajemen

Tujuan dari penelitian ini adalah untuk mengidentifikasi posisi merek-merek kopi kemasan sachet dan untuk mengidentifikasi preferensi konsumen untuk memilili merek-merek kopi kemasan sachet tersebut. Penelitian dilakukan dengan menyebarkan kuesioner, pengambilan sampelnya dengan metode Purposive Sampling Convenience Sampling. Analisis data menggunakan Skala beda samantik. Multidimensional Scaling (MDS) dan Analisis Statistik Inferensi one-way anova Dari penelitian yang telali dilakukan menunjukkan baliwa analisis skala beda sem-antik memperoleh hasil sebagai berikut; Secara umum Torabika Sin One lebih dipandang mempunyai harga low end, diikuti Good Day Mocacinno. Sedangkan Torabika Cappuccino lebih dipandang mempunyai harga medium, diikuti oleh Indocafe Coffemix, Nescafe 3 in 1 Original, Nescafe 3inl creme, dan Indocafe Cappuccino lebili dipandang mempunyai harga high end. Responden secara umum lebih menyukai rasa Indocafe Cappuccino diikuti Indocafe Coffemix, Nescafe 3inl Creme, Nescafe Original, Good Day Mocacinno, Torabika Cappuccino, dan Torabika 3 in One. Responden secara umum lebih menyukai kemasan produk Indocafe Cappuccino, diikuti Nescafe 3inl Creme, Nescafe Original, Indocafe Coffemix, Good Day Mocacinno, Torabika Cappuccino, dan Torabika 3inOne. Responden secara umum lebih menyukai Indocafe Coffemix dan Nescafe 3ini Creme diikuti Indocafe Cappuccino, Nescafe Original, Good Day Mocacinno, Torabika Cappuccino, dan Torabika 3in One. Berdasarkan peta posisi merek-merek kopi kemasan sachet memberikan gambaran bahwa dalam memilih merek kopi kemasan sachet, responden cendenmg lebili mementingkan harga, rasa, kemasan dan citra merek dibandingkan dengan faktor lain yang tidak terditeksi. Berdasarkan statistik inferensi one-way anova, menunjukkan bahwa orang yang menyukai Good Day Mocacinno, Indocafe Cappuccino, Nescafe 3inl creme dan original bertujuan untuk santai dan semangat, orang yang menyukai Torabika Cappuccino karena rasa, orang yang menyukai Torabika 3mOne bertujuan untuk variasi minuman, orang yang menyukai Indocafe Coffemix bertujuan untuk meningkatkan semangat.

The purpose of this research Is to identify the brands position coffee in the sachet. Others this research target is to identify the preferences con.sumers to chosen those brands. Research conducted by 100 respondents from student of Gadjah Mada University in Yogyakarta have been questionnaires and taken with Purposive Convenience Sampling. Analyses data: the different semantic of scale, Multidimensional Scaling (MDS) and Statistical Inference One-Way anova. From the re.search, result of re.search .shows that the .semantic different of scale analysis get the following residt: In general, Torabika Sin One more looked into to have the price of low end, followed by the Good Day Mocacinno. Torabika Cappuccino more looked into to have the medium price, followed by Indocafe Coffemix, Nescafe 3 in I Original, Nescafe Sinl creme, and Indocafe Cappuccino more looked into to have the price of high. end. In general, respondents pre fer the feel from Indocafe Cappuccino followed by the Indocafe Coffemix, Nescafe Sinl Creme, Nescafe Original, Good Day Mocacinno, Torabika Cappuccino, and Torabika Sin One. In general, re.spondent.s prefer the tidine.s.s of Indocafe Cappuccino, followed by Nescafe Sinl Creme, Nescafe Original, Indocafe Coffemix, Good Day Mocacinno, Torabika Cappuccino, and Torabika SinOne. In general, Respondents prefer Indocafe Coffemix and Nescafe Sinl Creme followed by Indocafe Cappuccino, Nescafe Original, Good Day Mocacinno, Torabika Cappuccino, and Torabjha Sip One. In the preference ijipp shows that in chosen brands, respondents tend to more making account ofprice, the feel, tidiness and brand image compared to other factor that not detect. Statistic of inference one-way anova shows that people who take a fancy to Good Day Mocacinno, Indocafe Cappuccino, Nescafe Sinl creme and original have a purpose to easy going and to spirit. The people who take a fancy to Torabika Cappuccino because ofthefeel, one who take a fancy to Torabika SinOne because of the variation of beverage, and people who take a fancy to Indocafe Coffemix have a purpose to increase the spirit.

Kata Kunci : Manajemen Pemasaran,Merk,Segmentasi Pasar