Top of Mind Produk Susu Olahan di Jakarta  

Oleh:

Wiratmoko, Michael

Jenis: Article from Journal - ilmiah nasional
Dalam koleksi: Jurnal Ekonomi: Analisis ilmiah ekonomi, manajemen, keuangan dan akuntansi vol. XIV no. 37 (Nov. 2004), page 142-159.
Topik: Top of mid; Market leader; Brand; Attribute of product; Customer based

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ140 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

In 1991, market leader of milk industri in Indonesia was PT Friexsche Vlag Indonesia which produced Susu bendera. This research concluded that Susu Bendera still becomes market leader and top of mind among of milk in Jakarta. Consumers trend to buy familiar product, i e top of mind. Coeficient contingency between top of mind and the product bought by the consumers is 0,792. Among eight ettribute of product (harga murah, produk terkenal, menyehatkan, bergizi, rasanya enak, kemasannya bagus, kualitasnya bagus, dan produk impor), customers agree only four of them (menyehatkan, bergizi, trasanya enak, dan kualitasnya bagus). A comprehensive new approach, the customer based brand equity (CBBE) model, lays out a series of steps for building a strong brand: (1) establish the proper brand identity, (2) create the appropriate brand meaning, (3) elicit the right brand responses, and (4) forge appropriate brand relationships with customers.

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