Abstract
The aims of this research are (1) To know the overview of the double branding strategy of Bulog public corporation regional division of Sulselbar in Makassar city. (2) To know the influence factors of consumer attractiveness to KITA's products at Bulog of Sulselbar in Makassar city. (3) To know the influence of the double branding strategy model to consumer attractiveness at Bulog of Sulselbar in Makassar city. The type of this research is a simple regression analysis with a quantitative approach. To achieve the above aims using data collection techniques through observation, questionnaires, and documentation and analyzed using statistical formulas. The results showed that the double branding strategy had an effect on consumer attractiveness. with a correlation coefficient value of 0.775 and a coefficient of determination of 60.1 percent.
Highlights
The real market is the association of consumers who have interest, income, and access to a particular product or service
The questionnaire data processing shows that the majority of respondents are over 33 years old, this means that most consumers / customers who buy KITA Perum BULOG products are elderly people and the majority of respondents work as housewives who prioritize their family's basic needs
The results showed that double branding can have an influence on consumer attractiveness
Summary
The real market is the association of consumers who have interest, income, and access to a particular product or service. The factors that influence the demand for a good or service according to (Sadono Sukirno, 2004) is "the price of the good itself, the price of other related goods (substitute or complementary goods), income, taste, population, and special factors (access)." the purpose of marketing is how the goods and services produced are liked, in demand, needed and purchased by consumers for a long period of time. According to (Delianti, 2012) "Marketing is the process of planning and implementing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges in order to satisfy both the customer and the company." While (Keller, 2008) defines marketing "as a social and managerial process in which individuals and groups get what they need and want by creating and exchanging products and values with other parties."
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