Analisis Citra Merek dan Perpindahan Merek pada Produk Mi Instan

Abstract

The purpose of this study were to analyze the characteristics of consumer and purchase behavior, to analyze brand association and brand loyalty of instant noodle consumer. This study used the theory of consumer behavior and the theory of brand equity. The data were collected from 200 respondents in Bogor in 2003. Frequency and descriptive statistics were used to analyze the single variable. Cochran tets were used to examine brand association and cross tabulations were utilized to examine brand switching. The results of the study showed that indomi as the most popular brand. Indomi was perceived to be associated with only : reachable price, enable to get, and delicious taste. In the loyality element, Indomi has the best condition with small point of possibility rate of transition. Brand loyalty as the main of brans equity showed that Indomi has a high brand equity.