Archive for Maret, 2011

Bab 13 Analisis Hubungan antara persepsi Popularitas, Persepsi Kualitas, Persepsi Harga dengan Merek Teh Celup yang Dikonsumsi*

Summarized by Angga Prabowo ( Graduated Program of Management and Business, Bogor Agriculture University, Bogor Indonesia )

Based on Ujang Sumarwan, et all (2009). Pemasaran Strategik :

Analisis Hubungan antara persepsi Popularitas, Persepsi Kualitas, Persepsi Harga dengan Merek Teh Celup yang Dikonsumsi*

The purposes of this study were to examine consumers’ perception toward tea brands’ popularity, quality, price and tea brand consumed; and to analyze the relationships among those variables. This study used the theory of brand equity. The data were collected from 238 respondents in Bogor in 2002. Frequency and descriptive statistics were used to analyze the single variable. Cross tabulations and chi squares were utilized to examine the relationships between two variables. The results of the study showed that tea brand that was the most popular perceived by the respondents was SariWangi followed by Sosro. Respondents also perceived SariWangi to be expensive, and LIPTON in the second place. The majority of respondents drink SariWangi, and then Sosro. There were significant relationships between perception of popularity and tea brand consumed, and between perception of quality and tea brand onsumed. Significant association was also found between perception of popularity and perceptio of quality.

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