ABSTRACT
There are a lot of competitors in food and beverage industry such as milk category in this era. Ultra Milk Company has a problem in brand extension of sweetened condensed milk which was the lastest rank in 2011-2013 that has Top Brand Index 1.8% in 2013. There is discrepancy between Ultra Milk and Frisian Flag who was the first rank in the category that has Top Brand Index 64.8%. This research used primary data from 120 respondents which data gathered through quetionnaire.Convinience Sampling Method was used as sampling method. Independent variable of this research is brand extension which factors are similarity, reputation, perceived risk and innovativeness, while dependent variable is brand image. Data analysis that used in this research is multiple linear regression. The result of this research is brand extension such as similarity, reputation, perceived risk and innovativeness affect brand image of Ultra Milk. Overall the results shows that brand extension affects brand image, but not all brand extension`s variables have an impact on brand image. Similarity and reputation do not affect brand image, where as perceived risk and innovativeness do. Key Words: similarity, reputation, perceived risk, innovativeness, brand extension, brand image
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Universitas Kristen Maranatha
ABSTRAK
Dalam lingkungan kategori produk susu sekarang ini persaingan semakin ketat dengan bertambah banyaknya pesaing. Permasalahan yang terjadi pada produk susu Ultra Milk ini adalah bahwa dengan perluasan merek 2011-2013 susu kental manis Ultra Milk mendapatkan peringkat terakhir dengan Top Brand Index 1,8% pada tahun 2013 Terjadi kesenjangan yang jauh antara Ultra Milk dengan merek teratas dalam kategori susu kental manis yaitu Frisian Flag yang memiliki nilai Top Brand Index sebesar 64,8%. Data yang digunakan dalam penelitian ini adalah data primer yang bersumber dari kuesioner dengan metode Convinience Sampling terhadap 120 responden. Variabel penelitian ini adalah variabel perluasan merek (similarity, reputation, perceived risk dan innovativeness) sebagai variabel independen dan citra merek sebagai variabel dependen. Analisis data yang digunakan dalam penelitian ini adalah analisis regresi linier berganda. Dari penelitian ini hasil menunjukkan bahwa walaupun secara keseluruhan perluasan merek mempengaruhi citra merek, tetapi tidak semua variabel perluasan merek berpengaruh pada citra merek. Variabel similarity dan reputation tidak memiliki pengaruh, sedangkan variabel perceived risk dan innovativeness memiliki pengaruh. Kata kunci : similarity, reputation, perceived risk, innovativeness, perluasan merek, citra merek
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Universitas Kristen Maranatha
DAFTAR ISI
Halaman HALAMAN JUDUL..................................................................................................i HALAMAN PENGESAHAN....................................................................................ii SURAT PERNYATAAN KEASLIAN SKRIPSI......................................................iii SURAT PERNYATAAN MENGADAKAN PENELITIAN TIDAK MENGGUNAKAN PERUSAHAAN .........................................................................................................iv SURAT PERNYATAAN ORISINALITAS LAPORAN PENELITIAN ..................v SURAT PERNYATAAN PUBLIKASI LAPORAN PENELITAIN ........................vi KATA PENGANTAR ...............................................................................................vii ABSTRACT ...............................................................................................................x ABSTRAK .................................................................................................................xi DAFTAR ISI ..............................................................................................................xii DAFTAR GAMBAR .................................................................................................xv DAFTAR TABEL ......................................................................................................xvi DAFTAR LAMPIRAN ..............................................................................................xvii
BAB I PENDAHULUAN ..........................................................................................1 1.1 Latar Belakang Masalah ...........................................................................1 1.2 Identifikasi Masalah .................................................................................5 1.3 Maksud dan Tujuan Penelitian .................................................................5 1.4 Kegunaan Penelitian .................................................................................6
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BAB II KAJIAN PUSTAKA, RERANGKA PEMIKIRAN DAN PENGEMBANGAN HIPOTESIS ................................................................................................................7 2.1 Produk ......................................................................................................7 2.2 Merek .......................................................................................................10 2.3Perluasan Merek ........................................................................................14 2.4 Citra Merek ..............................................................................................19 2.5 Rerangka Teoritis .....................................................................................23 2.6 Rerangka Pemikiran .................................................................................24 2.7 Pengembangan Hipotesis .........................................................................25 2.8 Model Penelitian ......................................................................................26
BAB III METODE PENELITIAN.............................................................................28 3.1 Jenis Penelitian .........................................................................................28 3.2 Populasi, Sampel, dan Teknik Pengambilan Sampel ...............................29 3.3 Definisi Operasional Variabel ..................................................................31 3.4 Teknik Pengumpulan Data .......................................................................36 3.5 Metode Analisis Data ...............................................................................36
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ...........................................40 4.1 Karakteristik Responden ..........................................................................40 4.2 Analisis Pertanyaan Screening .................................................................45 4.3 Uji Validitas .............................................................................................48 4.4 Uji Reliabilitas..........................................................................................52 4.5 Statistik Deskriptif....................................................................................54
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4.6 Pengujian Regresi Berganda ....................................................................55 4.7 Pembahasan ..............................................................................................59
BAB V SIMPULAN DAN SARAN ..........................................................................62 5.1 Simpulan...................................................................................................62 5.2 Keterbatasan Penelitian ............................................................................63 5.3 Saran .........................................................................................................64
DAFTAR PUSTAKA ................................................................................................65
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Universitas Kristen Maranatha
DAFTAR TABEL
Tabel I. Top Brand Index Susu dalam Kemasan Siap Minum Tahun 2011-2013 .....4 Tabel II. Top Brand Index Susu Kental Manis Tahun 2011-2013 .............................4 Tabel III. Definisi Operasional Variabel (DOV) ......................................................32 Tabel IV. Karakteristik Responden berdasarkan Jenis Kelamin ...............................41 Tabel V. Karakteristik Responden berdasarkan Tempat Membeli Susu ..................42 Tabel VI. Karakteristik Responden berdasarkan Frekuensi ......................................43 Tabel VII. Karakteristik Responden berdasarkan Tipe Susu ....................................44 Tabel VIII. Tanggapan Responden Mengenal adanya Susu Kental Manis Merek Ultra Milk ...................................................................................................................45 Tabel IX. Tanggapan Responden Pernah Mengkonsumsi Susu Kental Manis Merek Ultra Milk .......................................................................................................46 Tabel X. Tanggapan Responden Mengenal adanya Susu Dalam Kemasan Siap Minum Merek Ultra Milk .......................................................................................................47 Tabel XI. Tanggapan Responden Pernah Mengkonsumsi Susu Dalam Kemasan Siap Minum Merek Ultra Milk...........................................................................................48 Tabel XII. Hasil Pengujian Validitas ........................................................................50 Tabel XIII. Hasil Pengujian Reliabilitas ...................................................................52 Tabel XIV. Statistik Deskriptif .................................................................................54 Tabel XV. Koefisien Regresi ....................................................................................56 Tabel XVI. Korelasi Secara Parsial ..........................................................................57 Tabel XVII. Koefisien Anova Secara Simultan ........................................................58
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DAFTAR GAMBAR
Gambar 1 Lima Level Produk ............................................................................................. 8 Gambar 2 Rerangka Teoritis ............................................................................................... 23 Gambar 3 Rerangka Pemikiran ........................................................................................... 24 Gambar 4 Model Penelitian ................................................................................................ 27
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