Krismansah, Hilman (2014) PENGARUH LINE EXTENSION TERHADAP BRAND EQUITY PADA PRODUK MINUMAN TEH DALAM KEMASAN SIAP SAJI MEREK FRUIT TEA: survey pada komunitas fanpage fruit tea di facebook. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pada era Globalisasi seperti sekarang ini setiap perusahaan dituntut untuk dapat bersaing dalam dunia bisnis, baik perusahaan manufaktur maupun perusahaan food and beverages di indonesia. Di indonesia terdapat beberapa perusahaan minuman teh dalam kemasan salah satunya adalah PT. Sinar Sosro yang memproduksi minuman teh merek Fruit Tea yang pada 3 tahun terakhir mengalami penurunan Brand Value. Hal ini menyebabkan Brand Equity dari Fruit Tea menurun. Fruit Tea telah berupaya untuk meningkatkan Brand Equity dengan cara melakukan strategi Line Extension yang dimensinya antara lain warna, ukuran, kemasan, dan rasa dari produknya, Tujuan dari penelitian ini untuk mengetahui gambaran Line Extension dan Brand Equity dan sejauh mana Line Extension berpengaruh terhadap Brand Equity pada minuman teh merek Fruit Tea. Jenis penelitian yang digunakan adalah penelitian deskriptif dan verifikatif. Teknik pengambilan sampel yang digunakan adalah systematic random sampling. Populasi penelitian merupakan anggota komunitas Fanpage Fruit Tea di Facebook yang diakses pada tanggal 9 November 2013 dan berjumlah 68.406 orang, dan dengan menggunakan rumus sampel slovin diperoleh jumlah sebanyak 100 responden. Teknik analisis menggunakan koefisien korelasi pearson product moment dan analisis regresi linier sederhana. Hasil perhitungan regresi sederhana didapat persamaan Y = 7.658 + 0.901 X hal tersebut dapat diartikan jika Line Extension bernilai 0, maka Brand Equity minuman teh merek Fruit Tea adalah 7.658. Sedangkan koefisien regresi pada variabel Line Extension adalah 0.901, artinya setiap perubahan satu satuan Line Extension dapat meningkatkan Brand Equity sebesar 0.901 satuan. Dengan perolehan R-Square sebesar 61,2% itu menunjukkan bahwa Line Extension berpengaruh sebesar 61,2% terhadap Brand Equity sedangkan sisanya sebesar 38,8% dipengaruhi oleh faktor-faktor lain. Ini menunjukkan bahwa meningkatkan Line Extension dapat dijadikan cara efektif untuk meningkatkan Brand Equity In today’s era of globalization every company is required to be competitive in the business world, both manufacturing as well food and beverages company in Indonesia. In Indonesia there are several companies in the packaged tea beverage is one of PT. Sinar Sosro that produce beverage brand tea Fruit Tea which in the last 3 years has decreased brand value. This causes the brand equity of fruit tea decline. Fruit tea has sought to increase brand equity by way of line extension strategy whose dimension include color, size, packaging, and flavor of the product. The purpose of this study to describe line extension and brand equity line extension and the extent of influence on brand equity in the beverage brand tea fruit tea. This type of research in descriptive research and verification. The sampling technique used is systematic random sampling. The study population was a member of the community in facebook fanpage fruit tea accessed on noverber 9, 2013 and amounted to 68.406 people, and by using the formula samples obtained slovin number of 100 respondents. Engineering analysis using pearson product moment correlation coefficient and simple linear regression analysis. Simple regression calculation results obtained equation Y=7,658+0,901 X if it can be interpreted line extension is 0, then the brand equity beverage brand fruit tea is 7658. While the regression coefficient on the variable line extension is 0,901, meaning that any change in one unit of line extension to increase the brand equity of 0,901 units. With the acquisition of R-Squire of 61,2% was demonstrated that the effect of line extension brand equity 61.2% to 38.8% while the remaining amount is influenced by other factors. This suggests that increasing the line extension can be used as an effective way to increase brand equity.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No.Panggil:S.PEM HIL p-2014 Pembimbing :I. Vanessa Gaffar |
| Uncontrolled Keywords: | Line Extension, Brand Equity Line Extension , Brand Equity |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Mr. Tri Agung |
| Date Deposited: | 07 May 2015 03:47 |
| Last Modified: | 07 May 2015 03:47 |
| URI: | http://repository.upi.edu/id/eprint/14447 |
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