The used of brand building model: healthy brand product, the concern of customer’s perception (studi pada merek : Pocari Sweat, Yakult, Bear Brand dan Quaker Oats)

Anggadiputra, Rendy (2016) The used of brand building model: healthy brand product, the concern of customer’s perception (studi pada merek : Pocari Sweat, Yakult, Bear Brand dan Quaker Oats). Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilatarbelakangi oleh peningkatan konsumsi makanan dan minuman di Indonesia namun tidak diikuti dengan tumbuhnya kesadaran masyarakat di Indonesia akan pentingnya gizi serta bahaya kesehatan yang timbul dari pola konsumsi tersebut. Hal ini menjadi dasar tumbuhnya kesadaran akan kesehatan mulai dari gaya hidup sehat sampai maraknya minuman dan makanan kesehatan yang beredar di dalam industry. Hubungan serta komitmen yang terbentuk antara konsumen dengan suatu merek kesehatan akan menciptakan suatu persepsi konsumen untuk mengkomunikasikan, mengasosiasikan serta membangun hubungan yang sangat dalam dengan suatu merek produk kesehatan. Hal tersebut membutuhkan upaya keras bagi para pemasar untuk membangun strategi branding mereka. Brand credibility, brand attitiude, brand affect dan brand familiarity dari suatu merek memegang peranan penting bagaimana terciptanya suatu purchase intention yang tinggi dari konsumen. Dalam penelitian ini terlihat bahwa sebagian besar masyarakat di Indonesia masih sulit untuk dapat mengkomunikasikan, mengasosiasikan dan membangun hubungan yang sangat dalam dengan suatu merek kesehatan, bahkan ketika konsumen memiliki suatu health motivation yang tinggi dalam dirinya sekalipun. Brand commitment memegang peranan penting agar self-brand connection ini terbentuk di persepsi konsumen, sehingga nilai yang mereka dapatkan ketika mereka membayar suatu price dan mengkonsumsi merek kesehatan tersebut akan menjadi superior dan merek tersebut akan menjadi pilihan utama dari konsumen. Penelitian ini menggunakan 200 responden yang merupakan konsumen produk kesehatan di dalam penelitian in. Metode yang digunakan adalah analisa inner dan outer model serta Structural Equation Model (SEM) untuk melihat uji hipotesis. Peneliti menggunakan software AMOS ver.20 untuk melakukan analisa model penelitian ini / This research background is motivated by the increased consumption of foods and beverages in Indonesia, but not followed by the growth of public awareness in Indonesia of the importance of nutrition and health hazards arising from the consumption patterns. It underpins the growing awareness of health ranging from healthy lifestyles to the proliferation of drinks and health foods circulating in the industry. This study will look at how a brand's health form a self-image for the consumer and create a good perception in the eyes of consumers so that it will form a very sticky relationship between everyday health products to consumers. Relationship and commitment formed between consumers and a healthy brand would create a perception of consumers to communicate, associate and building a deep connection with a brand of health products. It will require great effort for marketers to build their branding strategy. Brand credibility, brand attitude, brand affect and brand familiarity of a healthy brand plays an important role how the creation of a high purchase intention of consumers. In this research shows that most people in Indonesia are still difficult to be able to communicate, associate and building a deep connection with a health brand, even when consumers have a high motivation of health in him though. Brand commitment plays an important role in order to self-brand connection is formed in the perception of the consumer, so that the value they get when they pay a price and consume healthy brand will be superior and the brand will be the first choice of consumers. This study uses the 200 respondents who are consumers of healthy products in the research. The method used is the analysis of the inner and outer models and Structural Equation Model (SEM) to see a test of the hypothesis. Researchers used ver.20 AMOS software for analysis of this research model

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