KESADARAN MEREK DAN ATRIBUT MUTU MINUMAN KOPI DALAM KEMASAN SACHET

SINAGA, CLARA MARGARETH and Malahayati, Nura (2025) KESADARAN MEREK DAN ATRIBUT MUTU MINUMAN KOPI DALAM KEMASAN SACHET. Undergraduate thesis, Sriwijaya University.

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Abstract

Personal packed instant coffee drinks is a beverage widely consumed by students. Various variants and brands of personal packed instant coffee drinks make consumer choices increasingly diverse. This study aims to determine brand awareness and sensory quality of several coffee drinks in sachet packaging. The selection of respondents was done intentionally (purposive) based on the habit of consuming instant coffee drinks in sachet packaging. Descriptive methods were used to analyze brand awareness of sachet coffee drinks based on the brand awareness pyramid and ranking tests for sensory testing of the Good Day, Torabika and Luwak coffee brands. Ranking test data were analyzed using variance analysis and continued with BNJ level of 5%. Good Day is the brand that is at the top of mind, Torabika is the most brand recall, the highest brand recognition is Luwak, and in the unware brand, respondents know the Good Day, Torabika, and Luwak brands well. Overall, the best brand awareness pyramid shape is the Luwak brand because it is in the form of an inverted triangle with the widest top of mind and the narrowest unware brand. The brand awareness value of Luwak coffee in sequence starts from Top of Mind 16%, Brand Recall 15%, Brand Recognition 15% and Brand Unware 3% to form a perfect inverted pyramid. Torabika brand coffee is the best and most preferred instant coffee in sachet packaging by respondents with an aroma level value of 8.5% and a taste level value of 19.5%. Based on the best solubility level, Good Day brand coffee is the most preferred coffee by respondents with a value of 11.9%.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kesadaran Merek, Kopi Instan Kemasan Sachet, Uji Ranking
Subjects:	H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods. H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing S Agriculture > S Agriculture (General) > S583-587.73 Agricultural chemistry. Agricultural chemicals S Agriculture > S Agriculture (General) > S589.7 Agricultural ecology (General) S Agriculture > S Agriculture (General) > S604.5-604.64 Agricultural conservation S Agriculture > SB Plant culture > SB1-1110 Plant culture S Agriculture > SB Plant culture > SB442.8-443.4 Marketing. Cut flower industry. Florists S Agriculture > SF Animal culture > SF101-103.5 Brands and branding, and other means of identifying
Divisions:	05-Faculty of Agriculture > 41231-Agricultural Product Technology (S1)
Depositing User:	Clara Margareth Sinaga
Date Deposited:	16 Jun 2025 01:43
Last Modified:	16 Jun 2025 01:43
URI:	http://repository.unsri.ac.id/id/eprint/175483

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