Abstract
Brand awareness is one of the factors which can make the consumers identify, under-stand and recognize a specific brand and finally can lead them to have a repurchase in-tention towards the products. Besides that, the reaction of consumer‟s sense about the product also affects consumer‟s decision to purchase the product. A consumer decisions to purchase may also be affected by the perceived value or benefits of the product, and then finally consideration to purchase the product. This study attempts to analyze the relevance of brand awareness, attitude, and perceived value of the product repurchase intention. This research took the sample of 100 consumers of instant noodles with its trade mark of Sarimi in East Surabaya. The results shows that brand awareness, atti-tude, and perceived value both partially and simultaneously affect repurchase intention of the instant noodle with Sarimi trade mark in East Surabaya.
Highlights
Brand awareness is one of the factors which can make the consumers identify, understand and recognize a specific brand and can lead them to have a repurchase intention towards the products
A consumer decisions to purchase may be affected by the perceived value or benefits of the product, and consideration to purchase the product
This study attempts to analyze the relevance of brand awareness, attitude, and perceived value of the product repurchase intention
Summary
Kebutuhan masyarakat sangat beraneka ragam, misalnya kebutuhan primer, sekunder, dan tersier. Meningkatnya volume penjualan mie instan di Indonesia dilatarbelakangi oleh semakin tingginya permintaan konsumen terhadap produk mie instan, karena harganya yang murah dan cara penyajiannya yang praktis, serta sangat sesuai dengan gaya hidup masyarakat saat ini, khususnya masyarakat Surabaya Timur. Produk Sarimi merupakan salah satu produk mie instan yang cukup terkenal dan memiliki nama yang cukup kuat di mata konsumen, di mana Sarimi memiliki tingkat kesadaran merek yang tinggi serta sikap merek yang kuat pada konsumen sebelum adanya Mie Sedaap, namun Mie Sedaap terlihat sangat begitu mudah dalam menggeser pangsa pasar Sarimi. Sebagaimana telah diketahui bahwa jika dilihat dari segi kualitas, Sarimi bisa dikatakan lebih unggul karena sudah puluhan tahun bergerak di bidang mie instan, bahkan konsumen juga cukup puas dengan kualitas yang diberikan oleh Sarimi, yang mana hal ini ditandai dengan sebelum periode 2002 berakhir, masyarakat pernah menjadikan produk Sarimi sebagai istilah umum yang merujuk pada mie instan,“mie instan ya hanya Sarimi”. Berdasarkan fenomena yang terjadi, di mana terdapat kesenjangan pada produk Sarimi, penulis merasa tertarik untuk melakukan penelitian dan kajian yang lebih mendalam tentang hubungan kesadaran merek, sikap, nilai yang dirasa dan niat pembelian ulang, sehingga dalam penelitian ini penulis mengambil judul Pengaruh kesadaran merek, sikap, dan nilai yang dirasa terhadap niat pembelian ulang Sarimi di Surabaya Timur
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