IDENTIFIKASI PERBANDINGAN RESPON KONSUMEN TERHADAP MEREK KOPI PUTIH PENDATANG AWAL DAN PENDATANG KEMUDIAN DENGAN MODEL HIERARCHY OF EFFECT

• Main Authors: , Meta Wahyuni, , Dr. Bernardinus Maria Purwanto, MBA.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/125623/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65792
• Institution: Universitas Gadjah Mada

This research aims to identify consumers response differences of white coffee brand between the early entrant (Luwak White Koffie) and the later entrant (Kopiko White Coffee, ABC White Coffee, and Kapal Api Grande White Coffee) based on a hierarchy of effects model. Consumer response is measured through all stages of the hierarchy of effects models starting from the stage of brand awareness, knowledge, liking, preference, conviction, and purchase as variables in this research. Research was designed by survey with the questionnaires. Population size is unknown therefore research used non-probability sampling method with 150 people. Methods of data analysis in this research are using descriptive analysis for awareness and knowledge variables and paired t-test for other variables, which are liking, preference, conviction and purchase. The results of this research indicate that there are consumers response differences among the early entrants brand (Luwak White Koffie brand) and the later entrant brand (Kopiko White Coffee, ABCWhite Coffee, and Kapal Api Grande White Coffee) based on a hierarchy of effects models where early entrant brand dominates of overall the stages based on hierarchy of effects models. Early entrant�s white coffee brand (Luwak WhiteKoffie) dominates respondents�s brand awareness although not in line with the brand recognition through packaging. The finding of the research at knowledge stage is consistent with other stages (liking, preference, conviction, and purchase) in sequence shown Luwak White Koffie, Kopiko White Coffee, Kapal Api Grande White Coffee, and ABC White Coffee. It shows that the brands which are liked, preferred, conviction, and purchase by respondents are the brand that they understand.