ANALISIS KESADARAN MEREK MINUMAN ISOTONIK DI KOTA BANDUNG
Abstract
Kesadaran merek merupakan salah satu indicator kinerja pemasaran selain penjualan dan pangsa pasar. Penelitian ini ditujukan untuk memetakan kesadaran merek terhadap jenis minuman isotonik di kota Bandung dan hubungannya dengan beberapa dimensi perilaku konsumen. Sampel penelitian adalah 720 orang warga Kota Bandung yang dipilih dengan menggunakan teknik accident sampling. Data dianalisis secara deskriptif dan dengan menggunakan uji asosiatif non-paramaterik. Hasil penelitian mengungkapkan bahwa merek Pocari Sweat menempati posisi pertama dalam urutan top of mind dan diikuti kemudian oleh Mizone dan You-C1000. Keunggulan lain Pocari Sweat adalah yang paling banyak direkomendasikan. Temuan lainnya adalah bahwa merek yang paling dikenal cenderung disikapi positif oleh konsumennya. Terdapat indikasi kuat bahwa kesadaran merek minuman isotonic berasosiasi signifikan dengan frekuensi iklan yang dilihat/didengar oleh konsumen. Segmen pasar potensial minuman isotonic di Kota Bandung adalah konsumen laki-laki, berusia antara 19-24 tahun, dan yang gemar berolahraga. Segmen pasar minuman isotonic juga dibayang-bayangi oleh perilaku konsumen yang sering ganti-ganti merek dan impulsive buyerReferences
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