Analisis Pengaruh Re-Branding Es Krim Magnum pada Minat Beli Konsumen
Re-branding according to Anholt (2007) is defined as the process of designing, planning, and communicating over the name or identity of the products or services that aim to manage reputation in the community. Activities reposition the brand itself requires a change in shape and image to be achieved....
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2013
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| _version_ | 1797034403868704768 |
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| author | , LUTHFAN WIDAGDHO , Dr. Ike Janita Dewi, MBA. |
| author_facet | , LUTHFAN WIDAGDHO , Dr. Ike Janita Dewi, MBA. |
| author_sort | , LUTHFAN WIDAGDHO |
| collection | UGM |
| description | Re-branding according to Anholt (2007) is defined as the process of designing, planning, and
communicating over the name or identity of the products or services that aim to manage
reputation in the community. Activities reposition the brand itself requires a change in shape
and image to be achieved. The general objective of the re-branding yourself is to influence
consumer perception of a product or service to revitalize the brand and make it more modern
and more relevant to the needs of consumers. But rebranding also includes changes to the
message, change the way consumers approach, provision of new services, or even a change
of what is promised to consumers.
This study aimed to examine the effect of rebranding Magnum ice cream on consumers to
buy. Rebranding activities conducted by Magnum ice cream, among others, is the attitude
towards ad, attitude toward the Magnum Cafe (Event and Experiences), Celebrity Endorser
and Social Media. Then test the effect of relationships on brand attitude brand image and
brand relationships influence attitude towards buying interest Magnum ice cream. In relation
to consumer buying interest Magnum ice cream by using multiple regression test after test
reliability and validity performed. The study also examined differences in hedonic motives of
consumers that high hedonic motives with low consumer hedonic motives, using Annova test.
To collect the data, researchers used questionnaires distributed to 182 respondents
The results showed that only Attitudes toward Advertising and Magnum Cafe (event and
experience) that affect consumer buying interest, while the other variables are not affected.
Also on Annova test for differences in hedonic motives, only the consumer attitude towards
celebrity endorser on high hedonic consumer motives, higher than the low hedonic consumer
motives which had no effect. |
| first_indexed | 2024-03-13T23:11:11Z |
| format | Thesis |
| id | oai:generic.eprints.org:125604 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T23:11:11Z |
| publishDate | 2013 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:1256042016-03-04T08:39:54Z https://repository.ugm.ac.id/125604/ Analisis Pengaruh Re-Branding Es Krim Magnum pada Minat Beli Konsumen , LUTHFAN WIDAGDHO , Dr. Ike Janita Dewi, MBA. ETD Re-branding according to Anholt (2007) is defined as the process of designing, planning, and communicating over the name or identity of the products or services that aim to manage reputation in the community. Activities reposition the brand itself requires a change in shape and image to be achieved. The general objective of the re-branding yourself is to influence consumer perception of a product or service to revitalize the brand and make it more modern and more relevant to the needs of consumers. But rebranding also includes changes to the message, change the way consumers approach, provision of new services, or even a change of what is promised to consumers. This study aimed to examine the effect of rebranding Magnum ice cream on consumers to buy. Rebranding activities conducted by Magnum ice cream, among others, is the attitude towards ad, attitude toward the Magnum Cafe (Event and Experiences), Celebrity Endorser and Social Media. Then test the effect of relationships on brand attitude brand image and brand relationships influence attitude towards buying interest Magnum ice cream. In relation to consumer buying interest Magnum ice cream by using multiple regression test after test reliability and validity performed. The study also examined differences in hedonic motives of consumers that high hedonic motives with low consumer hedonic motives, using Annova test. To collect the data, researchers used questionnaires distributed to 182 respondents The results showed that only Attitudes toward Advertising and Magnum Cafe (event and experience) that affect consumer buying interest, while the other variables are not affected. Also on Annova test for differences in hedonic motives, only the consumer attitude towards celebrity endorser on high hedonic consumer motives, higher than the low hedonic consumer motives which had no effect. [Yogyakarta] : Universitas Gadjah Mada 2013 Thesis NonPeerReviewed , LUTHFAN WIDAGDHO and , Dr. Ike Janita Dewi, MBA. (2013) Analisis Pengaruh Re-Branding Es Krim Magnum pada Minat Beli Konsumen. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65773 |
| spellingShingle | ETD , LUTHFAN WIDAGDHO , Dr. Ike Janita Dewi, MBA. Analisis Pengaruh Re-Branding Es Krim Magnum pada Minat Beli Konsumen |
| title | Analisis Pengaruh Re-Branding Es Krim Magnum pada Minat Beli Konsumen |
| title_full | Analisis Pengaruh Re-Branding Es Krim Magnum pada Minat Beli Konsumen |
| title_fullStr | Analisis Pengaruh Re-Branding Es Krim Magnum pada Minat Beli Konsumen |
| title_full_unstemmed | Analisis Pengaruh Re-Branding Es Krim Magnum pada Minat Beli Konsumen |
| title_short | Analisis Pengaruh Re-Branding Es Krim Magnum pada Minat Beli Konsumen |
| title_sort | analisis pengaruh re branding es krim magnum pada minat beli konsumen |
| topic | ETD |
| work_keys_str_mv | AT luthfanwidagdho analisispengaruhrebrandingeskrimmagnumpadaminatbelikonsumen AT drikejanitadewimba analisispengaruhrebrandingeskrimmagnumpadaminatbelikonsumen |