Dimas Agus Saputro, . (2012) ANALISIS PENGARUH PIONEER STATUS SEBUAH MEREK TERHADAP SIKAP KONSUMEN DALAM KATEGORI PRODUK MINUMAN ISOTONIK STUDI KASUS: POCARI SWEAT DAN MIZONE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In the increasingly tight competitive situation, the role of the brand will become increasingly important not just simply a manufacturer offer high quality products to win customers but also the need to improve the strength of its brand in the market. Brands vary in its strength and value. Status pioneer brand (pioneerstatus) is one of the advantages if treated properly can be a powerful marketing weapon to win the competition. Pioneers markets generally are the first company to sell its brands in new product categories. The purpose of this study examined the effect of the pioneer status of a brand in consumer attitudes. This research was conducted with Test Paired Sample T Test, Test Independent Sample T Test, and Fishbein Model. The results showed that consumers who know Pocari Sweat is a pioneer brand has a better attitude toward the brand significantly Pocari Sweat than on Mizone brand. While consumers are not aware of Pocari Sweat as a pioneer brand has the same attitude toward Pocari Sweat and Mizone.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 207111071] [Penguji II (Pembimbing) : Nobelson] [Penguji I : Medri Daran] [Ketua Penguji : Diana Triwardhani] |
| Uncontrolled Keywords: | Brand Pioneer, Test Independent Sample T Test, Fishbein Model. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muamar Khadafi |
| Date Deposited: | 06 Nov 2024 02:56 |
| Last Modified: | 06 Nov 2024 02:56 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33988 |
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