Analisis brand equity produk susu bubuk Dancow di Kota Yogyakarta

HIDAYAT, Taufiq, Prof. Dr. Ir. Krishna Agung Santosa, M.Sc

2010 | Tesis | S2 Magister Manajemen Agribisnis

Survey dilakukan pada 100 konsumen menggunakan quesioner untuk mengukur brand awareness (top of mind, brand recall, brand recognition), brand loyalty, perceived quality dan brand association di kota Yogyakarta. Tigapuluh sampel telah teruji tingkat validitas dan reliabilitasnya. Brand awareness, brand loyalty, dan perceived quality dianalisis secara deskriptif, sedangkan brand association dianalisis menggunakan metode uji Cochran Q. Dancow ditemukan sebagai yang paling tinggi dalam variable top of mind (52%) dan posisi keenam dalam variable brand recall (118 poin). Brand recognition ditemukan sebanyak 92%. Tujuhpuluh tujuh persen dari konsumen mendapatkan informasi tentang produk susu Dancow dari iklan TV. Dari tujuh item perceived quality dua diantaranya dinyatakan sebagai yang paling 1). Mudah ditemukan tempat penjualannya, dan 2). Mudah digunakan. Dancow ditemukan sebagai produk yang populer diantara konsumen, dan diasosiasikan sebagai produk dengan desain yang menarik, inovatif, mudah digunakan dan kualitas terjamin. Namun begitu loyalitas mereknya masih dikatakan rendah

A survey was conducted using questionnaires distributed to 100 cosumers to determine brand awareness (top of mind, brand recall, brand recognition), brand loyalty, perceived quality and brand association in the city of Yogyakarta. Thirty samples was tested for validity dan reliability. Brand awareness, brand loyalty and perceived quality were descriptively analysed, while brand association was analysed using Cochran Q method. Dancow was found to be on the highest position in term of top of mind variable (52%), and the fifth position in term of brand recall variable (118 points). Brand recognition was found to be 92%. Seventyseven percents of consumers was getting information about Dancow milk product from TV commercials. Among seven item of perceived quality, the two item stated the most world 1). Easy to find the retailers, and 2). Easy to use. Dancow was found to be popular among consumers, and associated as good design, innovatif, user friendly, and guaranteed quality. However brand loyalty was considered to be low.

Kata Kunci : Susu bubuk,Dancow,Brand equity