PENGARUH KINERJA PROGRAM LINE EXTENSION TERHADAP BRAND EQUITY

Hidayah, Leni (2014) PENGARUH KINERJA PROGRAM LINE EXTENSION TERHADAP BRAND EQUITY. S1 thesis, Universitas Pendidikan Indonesia.

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

Abstract

Meningkatnya persaingan pada susu pertumbuhan, menuntut produsen untuk dapat bertahan dalam persaingan yang semakin ketat. Beragam macam variasi produk yang ada berdampak respon positif pada konsumen dalam memilih produk dan menyebabkan menurunnya brand equity produk Dancow. Program line extension yang dilakukan Dancow diharapkan dapat menjadi upaya perusahaan yang tepat untuk memperbaiki brand equity susu pertumbuhan Dancow. Penelitian ini dilakukan untuk menganalisis pengaruh kinerja program line extension terhadap brand equity. Kinerja program line extension yang merupakan variabel bebas (X) yang terdiri dari kandungan gizi atau bahan tambahan khusus, ukuran, kemasan dan rasa. Sedangkan variabel terikat(Y) adalah brand equity yang terdiri dari brand salience, brand performance, brand imagery, brand judgement, brand feelings dan brand resonance. Jenis penelitian yang digunakan adalah deskriptif verifikatif dan metode yang digunakan adalah explanatory survey dengan teknik Cluster Random Sampling (CRS) dengan jumlah sampel 100 responden. Penelitian ini dilaksanakan dalam jangka waktu kurang dari satu tahun, maka metode penelitian yang digunakan adalah cross sectional method dan teknik analisis data yang digunakan adalah regresi linear sederhana dengan alat bantu software komputer SPSS 20.0. Dari hasil penelitian terhadap pengujian hipotesis dapat diketahui bahwa program line extension memiliki pengaruh yang rendah terhadap brand equity. Kata kunci : line extension, brand equity The increasing of grow up milk product competition have made the companies struggle to survive in these industries. Large variety of these product are making a positive responses from the customer and made the Dancow brand equity declining. The line extension program from Dancow for the grow up milk is expected to be the best way to restrore the brand equity of Dancow product. This research is conducted to analyze the effect of line extension program to the brand equity. The performance of line extension program which is the independent variable consist of nutritional content or products containing special additives, size of packaging, package and flavor. The dependent variable is brand equity consist of brand salience, brand performance, brand imagery, brand judgement, brand feelings and brand resonance. The research type that were used is descriptive verificative and the method is explanatory survey with the Cluster Random Sampling (CRS) technique and total respondents is 100 people. The research was conducted in less tha a year, because of that the method that were used are cross sectional method and the data analyze thechnique using simple linear regression with the help form SPSS 20.0 software. From the research against the hyphotesis testing, discovered that the line extension has a low positive respons to the brand equity. Keywords: line extension, brand equity

Item Type: Skripsi,Tesis,Disertasi (S1)
Uncontrolled Keywords: Line extension, Brand Equity
Subjects: ?? BISMEN ??
?? EB ??
Universitas Pendidikan Indonesia > Fakultas Pendidikan Ekonomi dan Bisnis
Divisions: ?? BISMEN ??
Depositing User: Riki N Library ICT
Date Deposited: 19 Aug 2014 03:06
Last Modified: 19 Aug 2014 03:06
URI: http://repository.upi.edu/id/eprint/7276

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