ANALISIS BRAND IMAGE DAN BRAND AWARNESS PUPUK BIO ORGANIK (Studi pada Petani Pengguna Pupuk Merek “POMI” di Kota Batu)
This study examines brand image and brand awareness based on selected attributes of bio-organic fertilizer product brand "Pomi". The purpose of this study is to analyze brand image, the attributes of bio-organic fertilizer product brand "Pomi" and analyze the brand awarenes...
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Department of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret Surakarta
2017-09-01
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doaj-d6b8a6de951240aea3e4d6ef58d962a42021-10-02T03:49:04ZengDepartment of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret SurakartaSepa1829-99462654-68172017-09-0111222723410.20961/sepa.v11i2.1418411770ANALISIS BRAND IMAGE DAN BRAND AWARNESS PUPUK BIO ORGANIK (Studi pada Petani Pengguna Pupuk Merek “POMI” di Kota Batu)Agustina Shinta0Abdul Wahib Muhaimin1Fikriah Fikriah2Palupi Palupi3Jurusan Agribisnis, Fakultas Pertanian, Universitas BrawijayaJurusan Agribisnis, Fakultas Pertanian, Universitas BrawijayaJurusan Agribisnis, Fakultas Pertanian, Universitas BrawijayaJurusan Agribisnis, Fakultas Pertanian, Universitas BrawijayaThis study examines brand image and brand awareness based on selected attributes of bio-organic fertilizer product brand "Pomi". The purpose of this study is to analyze brand image, the attributes of bio-organic fertilizer product brand "Pomi" and analyze the brand awareness . Attributes are considered peasants were analyzed by using Cochran Q, then is used to measure brand awareness. Determination of levels of awareness of the brand and brand image owned by the respondent is based on the total score from the Likert scale values obtained in the overall indicator.The result of brand image is based on three variables: Variable of strength, the average value (mean) overall strength variable is 4.26. Variable of uniqueness, the average value (mean) overall for the uniqueness variable is 4.11. Favorable variables, the average value (mean) overall favorable variables is 4.25. Overall average score (mean) based on brand image variables (strength, uniqueness, and favorable) Bio Organic fertilizer brand "Pomi" is 4.21. The average value (mean) indicates the positive brand image, because the average (mean) in more than 3, then the perceived brand image of farmers to fertilizer Bio Organics brand "Pomi" is positive. And The results showed brand awareness of farmers in the position of brand recall as many as 69% were farmers place the bio-organic fertilizer brand "Pomi" in the second position in the pyramid of brand awareness.https://jurnal.uns.ac.id/sepa/article/view/14184consumer behaviorbrand awarenessbrand image |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Agustina Shinta Abdul Wahib Muhaimin Fikriah Fikriah Palupi Palupi |
spellingShingle |
Agustina Shinta Abdul Wahib Muhaimin Fikriah Fikriah Palupi Palupi ANALISIS BRAND IMAGE DAN BRAND AWARNESS PUPUK BIO ORGANIK (Studi pada Petani Pengguna Pupuk Merek “POMI” di Kota Batu) Sepa consumer behavior brand awareness brand image |
author_facet |
Agustina Shinta Abdul Wahib Muhaimin Fikriah Fikriah Palupi Palupi |
author_sort |
Agustina Shinta |
title |
ANALISIS BRAND IMAGE DAN BRAND AWARNESS PUPUK BIO ORGANIK (Studi pada Petani Pengguna Pupuk Merek “POMI” di Kota Batu) |
title_short |
ANALISIS BRAND IMAGE DAN BRAND AWARNESS PUPUK BIO ORGANIK (Studi pada Petani Pengguna Pupuk Merek “POMI” di Kota Batu) |
title_full |
ANALISIS BRAND IMAGE DAN BRAND AWARNESS PUPUK BIO ORGANIK (Studi pada Petani Pengguna Pupuk Merek “POMI” di Kota Batu) |
title_fullStr |
ANALISIS BRAND IMAGE DAN BRAND AWARNESS PUPUK BIO ORGANIK (Studi pada Petani Pengguna Pupuk Merek “POMI” di Kota Batu) |
title_full_unstemmed |
ANALISIS BRAND IMAGE DAN BRAND AWARNESS PUPUK BIO ORGANIK (Studi pada Petani Pengguna Pupuk Merek “POMI” di Kota Batu) |
title_sort |
analisis brand image dan brand awarness pupuk bio organik (studi pada petani pengguna pupuk merek “pomi” di kota batu) |
publisher |
Department of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret Surakarta |
series |
Sepa |
issn |
1829-9946 2654-6817 |
publishDate |
2017-09-01 |
description |
This study examines brand image and brand awareness based on selected attributes of bio-organic fertilizer product brand "Pomi". The purpose of this study is to analyze brand image, the attributes of bio-organic fertilizer product brand "Pomi" and analyze the brand awareness . Attributes are considered peasants were analyzed by using Cochran Q, then is used to measure brand awareness. Determination of levels of awareness of the brand and brand image owned by the respondent is based on the total score from the Likert scale values obtained in the overall indicator.The result of brand image is based on three variables: Variable of strength, the average value (mean) overall strength variable is 4.26. Variable of uniqueness, the average value (mean) overall for the uniqueness variable is 4.11. Favorable variables, the average value (mean) overall favorable variables is 4.25. Overall average score (mean) based on brand image variables (strength, uniqueness, and favorable) Bio Organic fertilizer brand "Pomi" is 4.21. The average value (mean) indicates the positive brand image, because the average (mean) in more than 3, then the perceived brand image of farmers to fertilizer Bio Organics brand "Pomi" is positive. And The results showed brand awareness of farmers in the position of brand recall as many as 69% were farmers place the bio-organic fertilizer brand "Pomi" in the second position in the pyramid of brand awareness. |
topic |
consumer behavior brand awareness brand image |
url |
https://jurnal.uns.ac.id/sepa/article/view/14184 |
work_keys_str_mv |
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