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Analisis Sikap Konsumen terhadap Produk Teh Pucuk Harum di Kota Bogor
| Content Provider | Semantic Scholar |
|---|---|
| Author | Aprilliani, Kurniasih |
| Copyright Year | 2013 |
| Abstract | KURNIASIH APRILLIANI. Analysis of Consumer Attitude for Teh Pucuk Harum Product’s in Bogor. Supervised by TINTIN SARIANTI. Teh Pucuk Harum is new product in Ready To Drink (RTD) tea market. The goals of this research are to assess consumer characteristics, analyze buying decision steps and the consumer attitude about Teh Pucuk Harum in Bogor. Fishbein analysis will give a point of view of preferences about consumer attitude for Teh Pucuk Harum. Teh Botol Sosro with plastic bottle package has used as a comparasion with Teh Pucuk Harum. Teh Botol Sosro has selected because it is market leader in RTD tea with black tea product. The Fishbein counting results shown that Teh Pucuk Harum have higher score behavior than Teh Botol Sosro which is 18.23 versus 17.93. This is indicate that respondent prefer with Teh Pucuk Harum in overall. Teh Pucuk Harum has excellence in freshness, taste, and flavor while Teh Botol Sosro has excellence in function and product availability. PT Mayora Indah should guarantee the availability of Teh Pucuk Harum and keep innovated with new variant to get market leader. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://repository.ipb.ac.id/bitstream/handle/123456789/67669/h13kap.pdf?sequence=1 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
