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ANALISIS PENGARUH KESESUAIAN CITRA DIRI, KUALITAS PRODUK DAN IKLAN PRODUK TERHADAP KESUKAAN MEREK TEH SIAP MINUM DALAM KEMASAN (Studi Pada Konsumen Teh Botol Sosro Di Kota Semarang)

*Hanu Kurniawan  -  Diponegoro University, Indonesia

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Abstract

The interesting phenomenon is the standing of “teh Botol Sosro” as a top brand index
persistently since 2010 - 2013 indicates that there is a very good marketing strategy on
brand. The simplicity and flexibility of “Teh Botol Sosro” are the major factor applied
by the company to remain in the top sale. Another factor is the naturalness of “Teh Botol
Sosro” which is always preferred and also inportant to attract the consumers. This
research will analyze the new things that may affect the consumers’ favorite brand “Teh
Botol Sosro”. The variables of the research are self-image, product quality, and
advertising.
This research uses accidental sampling method, which is anyone who happened to meet
with the researchers can be sampled if deemed suitable, the sample in this researchis 100
people. Data collection is conducted using questionnaires.Population in this research is
consumers of “Teh Botol Sosro” in Semarang.
The results of multiple regression is most influential independent variable on the
dependent variable is the self- image variable(0,471),followed by quality product
variable (0,335) and the last is advertising variable. The result of t-test prove that all of
the independent variables(self-image, quality products, and advertising)have a positive
influence on the dependent variable that is brand preferencesa bottled tea “Sosro” in
Semarang. Based on the consumers’ opinion,the three independent variables considered
important when choosing a bottled tea product “sosro” in semarang. And the result of
adjusted R2 is0,503. It means that 50,3 % of quality products can be explained by the
variable self – image, product quality and advertising. While the remaining 49, 7% is
influenced by other variables not examined in this research.
Keywords: self image, quality of product, advertising, brand preference

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