Studi Brand Awareness Produk Jamu Tradisional pada Ibu Rumah Tangga dalam Mengonsumsi Jamu Tradisional di Desa Gentan, Kabupaten Sukoharjo

ELWINA, BELIA RIZKI (2016) Studi Brand Awareness Produk Jamu Tradisional pada Ibu Rumah Tangga dalam Mengonsumsi Jamu Tradisional di Desa Gentan, Kabupaten Sukoharjo. Other thesis, Universitas Sebelas Maret.

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    Abstract

    This research aimed to analyse the relations of unaware of brand variable (X1), brand recognition (X2), brand recall (X4) and top of mind (X5) and to analyse the most influencing factor in consuming tradtional-style jamu among the housewives in Gentan, Sukoharjo with buying decision as a dependent variable (Y). This research used descriptive-analysis as the method. This research took place in Gentan, Sukoharjo because Sukoharjo is the central of businesses involved in the manufacture of jamu and Gentan is the area in which the jamu sellers are still exist either it is in the form of traditional-style or in the packaged form of jamu which usually sold in some outlets. Purposive sampling used as sampling method. This research use two types of data, primary and secondary data. Variables measured by scale technique. Analysis data method using Multiple Linear Regression model with α = 0,05 to find out Adj R2, Test F and Test t, with Classical Assumption test is used to find out classical assumption disorder. Adj R2 value in the amount of 0,527 or 52,7% of variation dependent variable can be explained by independent variable. The result of F Test and t Test shows that the unware of brand, brand recognition, brand recall and top of mind either together or individually, influenced buying decision of herbal medicine. Influence is not strictily positive, but in unware of brand giving the opposite influences (-). It means unware of brand existence in herbal medicine consumer doesn’t giving best influences enough just than other variables toward buying decisions of herbal medicine consumption . In this research, top of mind variable become the most influencing factor regarding to the buying decision making of the consumers because it has the highest numbers of regression coefficient, it means herbal medicine consumers in Gentan Village are having brand awareness. There is no signs of Classical Assumption disorder. Researcher recommended to the Regent of Sukoharjo Regency to increasing control about herbal medicine seller so it suitable to consumption and not giving loss for consumer, as well as the Regent should introduce the drinking herbal medicine behaviour to young generation, so this behaviour can be everlasting.

    Item Type: Thesis (Other)
    Subjects: S Agriculture > S Agriculture (General)
    Divisions: Fakultas Pertanian
    Fakultas Pertanian > Agribisnis
    Depositing User: Retno Andriani
    Date Deposited: 02 Dec 2016 00:43
    Last Modified: 02 Dec 2016 00:43
    URI: https://eprints.uns.ac.id/id/eprint/30152

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