| dc.contributor |
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| dc.creator |
Marion, Aditya |
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| dc.date |
2015-06-02 |
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| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/953 |
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| dc.description |
Abstract. Kopi Kapal Api is an instant coffee product that is currently in great demand of consumers. The succes of this brand which is based on the results of a survey of Top Brand Award for 13 years and always occupy the top and won the Top Market Share. This is the description of how the brand image of a product could influence the market, making it an interesting phenomenon to be researched. This research aimed to determine the correlation between brand image with Kopi Kapal Api’s customer behavior on DISKOMINFO’s Employee of West Java. A quantitative method was used in this research. The population of this research were an employees of DISKOMINFO in Bandung West Java, who already consume Kopi Kapal Api’s product. A nonprobability sampling technique was used and subsequently conducted a survey of 30 respondents. The processing of data is using SPSS version 16.0 for Windows. According to the results of data processing and analyzing found that there were very strong correlation between the variables of brand image which was separated into four dimesion, they were; product quality, consistent advertising marketing communication, distribution identity and brand personality with customer behavior. Furthermore, the results of this research showed that there was a positive correlation between brand image with customer behavior, so it could be concluded that improvement on brand image variable also make improvement on customer behavior intention variable. Keywords: brand image, customer behavior Abstrak. Kopi Kapal Api merupakan produk kopi instan yang saat ini banyak diminati konsumennya. Keberhasilan Kopi Kapal Api yang berdasarkan hasil survey terpilih sebagai Top Brand Award selama 13 tahun selalu menduduki posisi puncak dan meraih Top Market Share merupakan gambaran bagaimana brand image suatu produk dapat mempengaruhi pasarnya, sehingga menjadi suatu fenomena yang menarik untuk diteliti. Penelitian ini bertujuan untuk mengetahui hubungan antara brand image dengan perilaku konsumen Kopi Kapal Api pada Pegawai DISKOMINFO Jawa Barat. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Populasi dalam penelitian ini adalah pegawai DISKOMINFO Jawa Barat di Kota Bandung yang pernah mengkonsumsi produk Kopi Kapal Api. Sampel diambil dengan menggunakan teknik nonprobability sampling dan selanjutnya dilakukan survei terhadap 30 responden. Pengolahan data dilakukan dengan menggunakan SPSS versi 16.0 for Windows. Berdasarkan hasil pengolahan dan analisis data, ditemukan bahwa terdapat hubungan sangat kuat antara variabel brand image yang dijabarkan ke dalam empat dimensi; yaitu product quality, consistent advertising marketing communication, distribution identity, dan brand personality dengan perilaku konsumen. Lebih lanjut, hasil penelitian ini menujukkan bahwa terdapat hubungan positif antara brand image dengan perilaku konsumen, sehingga dapat disimpulkan dengan meningkatnya variabel brand image maka akan meningktakan variabel perilaku konsumen. Kata kunci: brand image, perilaku konsumen |
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| dc.format |
application/pdf |
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| dc.language |
ind |
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| dc.publisher |
Prosiding Hubungan Masyarakat |
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| dc.publisher |
Prosiding Hubungan Masyarakat |
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| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/humas/article/view/953/pdf |
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| dc.source |
Prosiding Hubungan Masyarakat; Vol 1, No 1, Prosiding Hubungan Masyarakat (Februari, 2015); 416-427 |
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| dc.source |
Prosiding Hubungan Masyarakat; Vol 1, No 1, Prosiding Hubungan Masyarakat (Februari, 2015); 416-427 |
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| dc.source |
2460-6510 |
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| dc.subject |
Ilmu Komunikasi / Hubungan Masyarakat |
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| dc.subject |
brand image, perilaku konsumen |
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| dc.title |
HUBUNGAN ANTARA CITRA MEREK (BRAND IMAGE) KOPI KAPAL API DENGAN PERILAKU KONSUMEN |
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| dc.type |
info:eu-repo/semantics/article |
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| dc.type |
info:eu-repo/semantics/publishedVersion |
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| dc.type |
Peer-reviewed Article |
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| dc.type |
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