Analisis Hubungan antara Persepsi Popularitas, Persepsi Kualitas, Persepsi Harga dengan Merek Teh Celup yang Dikonsumsi

Abstract

The purposes of this study were to examine consumers’ perception toward tea brands’ popularity, quality, price and tea brand consumed; and to analyze the relationships among those variables. This study used the concept of perception from the theory of information processing and the theory of brand equity. The data were collected from 238 respondents in Bogor in 2002. Frequency and descriptive statistics were used to analyze the single variable. Cross tabulations and chi squares were utilized to examine the relationships between two variables. The results of study showed that tea brand that was the most popular perceived by respondents was Sari Wangi followed by Sosro. Respondets also perceived Sari Wangi, and then LIPTON in the second place. The majority of respondents drink Sari Wangi, and then Sosro. There were significant relationships between perception of popularity and tea brand consumed, and between perception of quality and tea brand consumed. Significant association was also found between perception of popularity and perception of quality.