Open AccessANALISIS BRAND IMAGE DAN BRAND AWARNESS PUPUK BIO ORGANIK (Studi pada Petani Pengguna Pupuk Merek “POMI” di Kota Batu)
Author(s) -
Agustina Shinta,
Abdul Wahib Muhaimin,
Fikriah Fikriah,
Palupi Palupi
Publication year - 2017
Publication title -
sepa
Language(s) - English
Resource type - Journals
eISSN - 2654-6817
pISSN - 1829-9946
DOI - 10.20961/sepa.v11i2.14184
Subject(s) - brand image , mathematics , brand awareness , advertising , product (mathematics) , brand extension , statistics , business , geometry
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.