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PENGARUH BELANJA IKLAN, PENETAPAN HARGA DAN PROMOSI TERHADAP KESADARAN MEREK PADA PRODUK MINUMAN ENERGY DRINK
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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
Okin Ringan Purba - Personal Name
NONE
electronic file
Indonesia
2009
Jakarta
PROGRAM PASCASARJANA UNIVERSITAS TRISAKTI
JAKARTA
2009
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