Okin Ringan Purba Primary Author

The background of this research is the brand awareness as an effect of advertising spending, price and promotion activities. This paper report was made based on the research of “Family as a source of consumer-based brand equity” with analyzing the role played by the family on consumer-based brand equity via price, promotion and advertising spending (Gil et all, 2007) The objectives of this research was to understand if there was influence of the advertising spending, price and promotion on brand awareness for Energy drink product at M-150 sachet and Extra Joss sachet in sub urban and rural areas with located in Ciracas, East Jakarta and Bekasi, Pasar Baru, West Java. Samples or respondents demographic aged from 20-35 years old, gender male and female, geographic sub-urban areas and socioeconomic status with expenditures between 1 million to 2 million rupiah. Respondents of this research are the drinkers of energy drink product and consist of 160 drinkers which have experienced in consuming the energy drink product. The design of this research consists of five sections. First, we describe the introduction of which the contents are the background and identification of the problems, the limitation and the formulation of the problems, the objective and purpose of the problems, the limitation of the research. Secondly, we describe a theoretical background and the hypotheses of the research. In the third section, we describe the research methodology on research instrument design and data collection. A survey questionnaire is administered to collect the data from drinkers of energy drink. In the fourth section, we discuss the result of the research which contains the descriptive statistics and the analysis of the result and its interpretation. Finally, we draw conclusions with recommendation on the strategies for energy drink marketer and on the future research. The data analysis used in this research is primer data and using simple random sampling to collect the data. Analysis data method in this research using linier regression method with SPSS 17.0