Brand Equity Teh Kemasan Dan Pengaruhnya Pada Purchase Intention

Heriawan, Oky (2017) Brand Equity Teh Kemasan Dan Pengaruhnya Pada Purchase Intention. Sarjana thesis, Universitas Brawijaya.

Abstract

Minum teh telah menjadi budaya bagi masyarakat Indonesia. Menurut Agustina (2015), teh merupakan minuman favorite nomor dua di Indonesia, setelah air mineral. Banyaknya permintaan konsumen terhadap minuman teh kemasan, membuat banyak produsen memproduksi teh kemasan untuk memenuhi permintaan konsumen. Hal tersebut membuat persaingan antar produsen di kategori Ready to Drink (RTD) Tea. Untuk dapat memenangkan persaingan tersebut, produsen teh kemasan harus membangun brand equity yang kuat, agar meningkatkan penjualan produknya. Saat ini, berdasarkan data dari Top Brand Award (2016), terdapat empat merek yang bersaing ketat dalam kategori RTD Tea, yaitu Teh Botol Sosro, Teh Pucuk Harum, Teh Kotak, dan Teh Gelas. Sejak tahun 2014, nilai Top Brand Index (TBI) Teh Botol Sosro semakin turun (pada tahun 2013 sebesar 59,5%, pada tahun 201633,8%). Hal tersebut dikarenakan adanya pesaing, yaitu Teh Pucuk Harum, Teh Kotak, dan Teh Gelas. Oleh karena itu, agar dapat memenangkan pasar, setiap produsen perlu membangun brand equity dari produknya. Penelitian ini bertujuan untuk 1) Menganalisis brand awareness, brand association, perceived quality, dan brand loyalty Teh Botol Sosro, Teh Pucuk Harum, Teh Kotak dan Teh Gelas; 2) Menganalisis pengaruh brand equity terhadap purchase intention teh kemasan. Pendekatan penelitian yang digunakan pada penelitian ini adalah penelitian kuantitatif, dengan metode purposive sampling dan metode non probability sampling. Penentuan lokasi penelitian dilakukan secara purposive, yaitu di Malang Town Square, Mal Olympic Garden, dan Dinoyo Mall, pada bulan Maret-April 2017. Jumlah sampel pada penelitian ini dihitung dengan menggunakan rumus dari Cooper dan Emory (1997), dan didapatkan jumlah sampel sebanyak 70 sampel. Metode pengambilan data dilakukan dengan melakukan wawancara melalui pertanyaan tertutup, observasi, dan studi kepustakaan. Hasil penelitian ini menunjukkan bahwa pada analisis brand awareness, Teh Pucuk Harum merupakan merek yang paling diingat pertama kali oleh 26 sampel dari 70 sampel ketika mereka akan membeli teh kemasan. Selain itu, Teh Pucuk Harum juga dianggap oleh konsumen memiliki kualitas lebih baik dibandingkan ketiga merek lainnya. Pada analisis brand association, Teh Kotak menjadi yang paling banyak memiliki atribut pembentuk brand image dengan tujuh atribut. Sementara itu, pada analisis brand loyalty, hanya merek Teh Gelas yang segitiga loyalitasnya tidak mendekati bentuk segitiga terbalik. Hal tersebut menunjukkan bahwa tingkat loyalitas konsumen Teh Gelas masih rendah. Analisis Structural Equation Modeling menunjukkan bahwa brand association dan perceived quality berpengaruh positif dan signifikan terhadap purchase intention. Hal lain ditunjukkan oleh brand awareness dan brand loyalty yang berpengaruh negatif dan signifikan terhadap purchase intention.

English Abstract

Drinking tea became a cultur for Indonesian. Agustina (2015) said, tea is second favorite drink in Indonesia, after mineral water. The large number of consumer demand for packaged tea make many producers produce packaged tea to fulfill demand. This makes competition among producers in category Ready to Drink (RTD) Tea. In order to win the competition, producers must build strong brand equity, in order to increase their product sales. Now, based on data from Top Brand Award (2016), there are four brands that compete in RTD Tea category, they are Teh Botol Sosro, Teh Pucuk Harum, Teh Kotak, and Teh Gelas. Since 2014, the value of Teh Botol Sosro's Top Brand Index (TBI) has decreased (in 2013 59.5%, and in 2016 33,8%). This is due to competitors, they are Teh Pucuk Harum, Teh Kotak, and Teh Gelas. Therefore, in order to win the market, every manufacture needs to build the brand equity of their products. This study aims to 1) Analyze brand awareness, brand association, perceived quality, and brand loyalty of Teh Botol Sosro, Teh Pucuk Harum, Teh Kotak, and Teh Gelas; 2) Analyze the influence of brand equity on purchase intention of packaged tea. The research approach used in this research is quantitative research, with purposive sampling method and non probability sampling method. Location of this research determined by purposive, that is in Malang Town Square, Mal Olympic Garden, and Dinoyo Mall, from March to April 2017. The number of samples in this study is calculated using the formula from Cooper and Emory (1997), and got the number of samples 70 samples. Methods of data retrieval were conducted by conducting interviews through closed questions, observations, and literature studies. The results of this study indicate that in the analysis of brand awareness, Teh Pucuk Harum is the most brand remembered first by 26 samples from 70 samples when they will buy packaged tea. In addition, Teh Pucuk Harum is also considered by consumers to have better quality than the other three brands. In the analysis of brand association, Teh Kotak becomes the most brand that have the attributes of shaping the brand image with seven attributes. Meanwhile, on brand loyalty analysis, only the Tea Gelas brand whose loyalty triangle does not approach the inverted triangle shape. This shows that the level of Teh Gelas's consumer loyalty still low. Structural Equation Modeling analysis shows that brand association and perceived quality have a positive and significant impact on purchase intention. Another thing is shown by brand awareness and brand loyalty have a negative and significant impact on purchase intention.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FP/2017/431/051707660
Uncontrolled Keywords:	Brand Equity, Teh Kemasan, Purchase Intention, Penjualan
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks
Divisions:	Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User:	Yusuf Dwi N.
Date Deposited:	09 Nov 2017 01:36
Last Modified:	27 Jun 2022 02:58
URI:	http://repository.ub.ac.id/id/eprint/5124

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