STUDI PENDAPAT KONSUMEN TERHADAP BRAND AWARENESS BRAND EQUITY DAN BRAND IMAGE MINUMAN COCA-COLA DI KOTA MAKASSAR
Keywords:
consumer opinion, brand awareness equity, brand imageAbstract
ABSTRAK
Penelitian ini bertujuan untuk mengetahui 1) Untuk mengkaji dan menganalisis implementasi strategi PT Coca-Cola Bottling Indonesia Southern Sulawesi dalam menciptakan Brand Awareness, Brand Equity dan Brand Image Produk Minuman Coca-Cola Di Kota Makassar, 2) Untuk menganalisis dan mengkaji pendapat konsumen terhadap Produk Minuman Coca-Cola Di Kota Makassar, 3) Untuk mengkaji dan menganalisis faktor-faktor yang mempengaruhi penilaian konsumen terhadap brand awareness, brand equity, brand image produk minuman coca-cola. Penelitian ini dilaksanakan di Kota Makassar dan perusahaan PT. Coca-cola Bottling Indonesia Southern Sulawesi yang bertempat di Jl. Perintis Kemerdekaan. Metode penelitian ini adalah deskriptif kuantitatif. Data penelitian ini adalah hasil kuesioner pada 4 kecamatan di kota Makassar dan rekaman wawancara dengan 7 orang informan, observasi lapangan, dokumentasi, dan studi pustaka. Penelitian ini menggunakan teknik analisis data eksplanatif kuantitatif dan kualitatif.Hasil penelitian menunjukkan bahwa pada implementasi starteginya, coca-cola memiliki dua kekuatan kuat untuk menjaga eksistensinya dalam mepertahankan brand awareness, brand equity dan brand image coca-cola yakni kekuatan dalam hal promosi dan kekuatan dalam hal distribusi. brand coca-cola memiliki brand awareness, brand equity dan brand image yang kuat dan melekat dibenak masyarakat. Berdasarkan hasil penelitian ini pula ditemukan bahwa penilaian konsumen terhadap brand awareness, brand equity, brand image produk minuman coca-cola sangat dipengaruhi orang-orang terdekat disekitarnya dalam hal ini adalah keluarga dan teman-teman. Selain faktor lingkungan terdekat, penilaian konsumen juga muncul dari iklan-iklan coca-cola yang ada di media.
ABSTRACT
The aims of the research are to find out (1) the implementation of the strategy of PT Coca-Cola bottling Indonesia southern Sulawesi in creating brand awareness, brand equity and brand image of coca-cola beverages in the city of Makassar, (2) the consumer opinion about coca-cola beverage product in the city of Makassar, (3) the factors that influence consumer ratings of brand awareness, brand equity, brand image coca-cola beverage products. The research was a descriptive quantitative study conducted in Coca-cola Company in Makassar located on Jl. Perintis Kemerdekaan. The methods of obtaining the data were questionnaire results in the fourth district in Makassar, recording interview with 7 informants, observation, documentation, and literature study. The data were analyzed by explanative data analysis techniques of quantitative and qualitative.The results of the research reveal that on the implementation strategy, coca-cola has two strong forces in maintaining the existence and maintaining brand awareness, brand equity and brand image of the product, they are the power in term of promotions and the power in term of distribution. In this study also found that the assessment of brand awareness, brand equity and brand image of coca-cola strongly influenced by family and friends. In addition, consumers assessment also emerged from the coca-cola ads in the media
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