BibTex Citation Data :
@article{JSMO13149, author = {Hanu Kurniawan and Mudji Rahardjo}, title = {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)}, journal = {JURNAL STUDI MANAJEMEN ORGANISASI}, volume = {11}, number = {1}, year = {2017}, keywords = {}, 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 }, pages = {1--91} doi = {10.14710/jsmo.v11i1.13149}, url = {https://ejournal.undip.ac.id/index.php/smo/article/view/13149} }
Refworks Citation Data :
The interesting phenomenon is the standing of “teh Botol Sosro” as a top brand indexpersistently since 2010 - 2013 indicates that there is a very good marketing strategy onbrand. The simplicity and flexibility of “Teh Botol Sosro” are the major factor appliedby the company to remain in the top sale. Another factor is the naturalness of “Teh BotolSosro” which is always preferred and also inportant to attract the consumers. Thisresearch will analyze the new things that may affect the consumers’ favorite brand “TehBotol Sosro”. The variables of the research are self-image, product quality, andadvertising.This research uses accidental sampling method, which is anyone who happened to meetwith the researchers can be sampled if deemed suitable, the sample in this researchis 100people. Data collection is conducted using questionnaires.Population in this research isconsumers of “Teh Botol Sosro” in Semarang.The results of multiple regression is most influential independent variable on thedependent variable is the self- image variable(0,471),followed by quality productvariable (0,335) and the last is advertising variable. The result of t-test prove that all ofthe independent variables(self-image, quality products, and advertising)have a positiveinfluence on the dependent variable that is brand preferencesa bottled tea “Sosro” inSemarang. Based on the consumers’ opinion,the three independent variables consideredimportant when choosing a bottled tea product “sosro” in semarang. And the result ofadjusted R2 is0,503. It means that 50,3 % of quality products can be explained by thevariable self – image, product quality and advertising. While the remaining 49, 7% isinfluenced by other variables not examined in this research.Keywords: self image, quality of product, advertising, brand preference
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Jurnal Studi Manajemen Organisasi (e-ISSN : 2828-4534) is a scientific journal published by Management Departement Faculty of Economics and Business Diponegoro University under license Creative Commons Attribution-ShareAlike 4.0 International License.