PENGARUH UNIQUE SELLING PROPOSITION TERHADAP BRAND EQUITY MINUMAN ISOTONIK MEREK MIZONE : Survei pada Komunitas Mizone 100% Indonesia

Andina, Riska (2013) PENGARUH UNIQUE SELLING PROPOSITION TERHADAP BRAND EQUITY MINUMAN ISOTONIK MEREK MIZONE : Survei pada Komunitas Mizone 100% Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Persaingan kategori minuman isotonik terus meningkat seiring pesatnya industri minuman di Indonesia, hal ini berdampak bagi produsen minuman isotonik Mizone untuk melakukan upaya untuk meningkatkan ekuitas merek dan keunggulan bersaing melalui strategi program promosi iklan sehingga diharapkan dapat mempengaruhi meningkatkan ekuitas merek dengan melakukan strategi Unique Selling Proposition untuk mengetahui seberapa besar pengaruhnya pada Brand Equity merekMizone. Penelitian ini bertujuan untuk 1) Gambaran Unique Selling Proposition terhadap produk minuman isotonik merek Mizone. 2) Gambaran Brand Equity pada produk minuman isotonik merek Mizone. 3) Pengaruh Unique Selling Proposition terhadap Brand Equity produk minuman isotonikMizone. Objek penelitian ini adalah pengguna minuman isotonik merek Mizone di Komunitas Mizone 100% Indonesia.Variabel bebas dalam penelitian ini adalah unique selling proposition terhadap brand equity sebagai variabel tidak bebas. Jenis penelitian yang digunakan adalah deskriptif, verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling, dengan jumlah sampel 120 responden. Teknik analisa data yang digunakan adalah Regresi linier sederhana dengan alat bantu software komputer SPSS 20.0. Hasil yang diperoleh dalam penelitian menyatakan bahwa unique selling proposition berpengaruh terhadap brand equity minuman isotonik merek Mizone sebesar 54,1%. Dari hasil penelitian terhadap pengujian hipotesis dapat diketahui bahwa unique selling proposition memiliki pengaruh yang positif terhadap brand equity. Berdasarkan hasil penelitian secara keseluruhan nilai perhitungan yang diperoleh melalui regresi linier sederhana lebih besar dibandingkan dengan yang terdapat pada tabel.Artinya secara keseluruhan dan individu terdapat pengaruh yang signifikan dari unique selling proposition terhadap brand equity minuman isotonik merek Mizone. Dalam penelitian ini terdapat temuan bahwa 1) dimensi unique selling proposition yaitu pesan terhadap pesan tentang manfaat produk, pesan tentang keunikan merek,keunikan isi pesan dan pengulangan pesan dilaksanakan dengan baik 2)brand equity minuman isotonik merek Mizone 3)Unique selling proposition berpengaruh tinggi terhadap brand equity minuman isotonik merek Mizone. Penulis merekomendasikan agar perusahaan lebih kreatif dalam memilih unique selling proposition sebagai salah satu strategi untuk meningkatkan brand equity minuman isotonik merek Mizone. Kata kunci: unique selling proposition,brand equity The competition categories of drinks is on the rise as growing isotonik beverage industry in Indonesia, This affects isotonik drink manufacturer Mizone to make an effort to increase brand equity and competitive advantage through strategy program ad campaign that is expected to affect the increases brand equity by doing the strategies Unique Selling Proposition to know how big its influence on Brand Equity brand Mizone. This research aims to 1) description of the Unique Selling Proposition of isotonik drink brand products Mizone. 2) Description Brand Equity isotonik drink brand products Mizone. 3) influence of the Unique Selling Proposition of Brand Equity isotonik drink Mizone products. The object of this research is the user drinks brand isotonik Mizone in Mizone 100% Indonesia. Free variables in this study is the unique selling proposition of brand equity as a not free variable. This type of research is descriptive, verifikatif, and the method used was explanatory survey with simple random sampling techniques, with a total sample of 120 respondents. Data analysis technique used is a simple linear Regression with SPSS computer software tools 20.0. The results obtained in the study stated that the unique selling proposition to brand equity brand isotonik drink Mizone of 54,1%. From the results of research on hypothesis testing can be aware that unique selling proposition has a positive influence on brand equity. Based on the overall value of the research results obtained by calculation of linear regression, simple greater than it is on the table.It means the overall and the individual there is a significant influence of the unique selling proposition of brand equity brand Mizone isotonik drink. In this study there were findings that 1) dimension of the unique selling proposition of a message with a message about the benefits of the product, a message about the uniqueness of the brand, the uniqueness of the message body and message retries well-executed 2) brand equity brand isotonik drink Mizone 3) Unique selling proposition was influential to brand equity brand isotonik drink Mizone. The author recommends that companies are more creative in choosing a unique selling proposition as one strategy to increase brand equity brand isotonik drink Mizone. Keywords: unique selling proposition, brand equity

Item Type: Skripsi Tesis Atau Disertasi (S1)
Uncontrolled Keywords: unique selling proposition, brand equity
Subjects: H Social Sciences > HF Commerce
T Technology > T Technology (General) > T201 Patents. Trademarks
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: DAM STAF Editor
Date Deposited: 28 Aug 2014 04:46
Last Modified: 28 Aug 2014 04:46
URI: http://repository.upi.edu/id/eprint/11276

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