Analisis Kesadaran Merek “KITA” pada Produk Beras, Gula Pasir dan Tepung Terigu (Studi di Perum Bulog Kantor Cabang Malang).

Windya Rahmawati, Natasya and Ir. Edi Dwi Cahyono, M.Sc., Ph.D and Bayu Adi Kusuma,, SP., MBA. (2023) Analisis Kesadaran Merek “KITA” pada Produk Beras, Gula Pasir dan Tepung Terigu (Studi di Perum Bulog Kantor Cabang Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Tingkat kesadaran merek Beras KITA didapatkan bahwa, pada puncak pikiran (Top of Mind) berada di urutan keempat yang berarti Beras KITA tidak menempati posisi Top of Mind. Pada analisis pengingatan kembali merek (Brand Recall) Beras KITA berada di urutan keempat, dapat dikatakan tidak menempati posisi Brand Recall. Pada analisis pengenalan merek (Brand Recognition) Beras KITA berada pada urutan pertama, yang berarti Beras KITA berada di tingkat pengenalan merek (Brand Recognition). Disimpulkan bahwa Beras KITA sudah dikenal masyarakat, tetapi tidak sampai tingkatan tertinggi yaitu puncak pikiran (Top of Mind). Tingkat kesadaran merek Gula Manis KITA didapatkan bahwa, pada puncak pikiran (Top of Mind) Gula Manis KITA berada di urutan ketiga yang berarti tidak menempati posisi Top of Mind. Pada analisis pengingatan kembali merek (Brand Recall) Gula Manis KITA berada di urutan ketiga, dapat dikatakan tidak menempati posisi Brand Recall. Pada analisis pengenalan merek (Brand Recognition) Gula Manis KITA berada pada urutan pertama, yang berarti Gula Manis KITA berada di tingkat pengenalan merek (Brand Recognition). Disimpulkan bahwa Gula Manis KITA sudah dikenal masyarakat, tetapi tidak sampai tingkatan tertinggi yaitu puncak pikiran (Top of Mind). Tingkat kesadaran merek Tepung Terigu KITA didapatkan bahwa, pada puncak pikiran (Top of Mind) Tepung Terigu KITA berada di urutan keempat yang berarti tidak menempati posisi Top of Mind. Pada analisis pengingatan kembali merek (Brand Recall) Tepung Terigu KITA berada di urutan ketiga yang dapat dikatakan tidak menempati posisi Brand Recall. Pada analisis pengenalan merek (Brand Recognition) Tepung Terigu KITA berada pada urutan pertama, yang berarti Tepung Terigu KITA berada di tingkat pengenalan merek (Brand Recognition). Disimpulkan bahwa Beras KITA sudah dikenal masyarakat, tetapi tidak sampai tingkatan tertinggi yaitu puncak pikiran (Top of Mind). Secara keseluruhan, diantara ketiga produk yaitu Beras KITA, Gula Manis KITA dan Tepung Terigu KITA, produk yang menjadi pilihan utama adalah produk Beras KITA. Hal ini dibuktikan dari hasil penelitian bahwa Beras KITA terpilih sebagai produk dengan presentasi tertinggi yang dikonsumsi oleh konsumen. Perum BULOG perlu untuk meningkatkan strategi pemasarannya dengan menyesuaikan segmen pasar, menonjolkan keunikan dan kelebihan produk “KITA”, melakukan promosi dan iklan di media sosial menggunakan influencer lokal, bekerja sama dengan pemerintah setempat, serta melakukan pemasangan iklan billboard produk “KITA” di depan pasar.

English Abstract

The level of brand awareness of Beras KITA found that, at the top of mind (Top of Mind) it is in fourth place, which means that Beras KITA does not occupy the Top of Mind position. In the analysis of Brand Recall, Beras KITA is in fourth place, it can be said that it does not occupy the Brand Recall position. In the analysis of brand recognition (Brand Recognition), Beras KITA is in first place, which means that Beras KITA is at the level of brand recognition (Brand Recognition). It was concluded that KITA rice is well known to the public, but not to the highest level, namely the Top of Mind. The level of awareness of the Gula Manis KITA brand was found that, at the top of Mind (Top of Mind) Gula Manis KITA was in third place, meaning it did not occupy the Top of Mind position. In the analysis of Brand Recall, Gula Manis KITA is in third place, it can be said that it does not occupy the position of Brand Recall. In the brand recognition analysis (Brand Recognition), KITA's Sweet Sugar is in first place, which means that KITA's Sweet Sugar is at the level of brand recognition (Brand Recognition). It was concluded that KITA's Sweet Sugar was well known to the public, but not to the highest level, namely the Top of Mind. The level of awareness of KITA Wheat Flour brand was found that, at the top of mind (Top of Mind) KITA Wheat Flour is in fourth place, which means it does not occupy the Top of Mind position. In the analysis of brand recall (Brand Recall) KITA Wheat Flour is in third place which can be said not to occupy the position of Brand Recall. In the analysis of brand recognition (Brand Recognition) KITA Wheat Flour is in first place, which means that KITA Wheat Flour is at the level of brand recognition (Brand Recognition). It was concluded that KITA rice is well known to the public, but not to the highest level, namely the Top of Mind. Overall, among the three products, namely Beras KITA, Gula Manis KITA and Tepung Terigu KITA, the product that is the main choice is Beras KITA. This is proven from the results of the study that Beras KITA was selected as the product with the highest presentation consumed by consumers. Perum BULOG needs to improve its marketing strategy by adjusting to market segments, highlighting the uniqueness and superiority of "KITA" products, conducting promotions and advertisements on social media using local influencers, working with local governments, and placing billboard advertisements for "KITA" products in front of the market.

Item Type:	Thesis (Sarjana)
Identification Number:	052304
Divisions:	Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User:	Unnamed user with username ismiatun
Date Deposited:	11 Jan 2024 08:48
Last Modified:	11 Jan 2024 08:48
URI:	http://repository.ub.ac.id/id/eprint/208656

Text (DALAM MASA EMBARGO) Natasya Windya Rahmawati.pdf Restricted to Registered users only until 31 December 2025. Download (2MB)

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