PENINGKATAN BRAND IMAGE (CITRA MEREK) DALAM RANGKA PENGEMBANGAN PRODUK AGROINDUSTRI KERING KENTANG (Studi Kasus pada Kering Kentang “Kirana” di Kabupaten Tuban)

Silvana Maulidah; Heru HS Santoso; Fahmi Yudhi F.

PENINGKATAN BRAND IMAGE (CITRA MEREK) DALAM RANGKA PENGEMBANGAN PRODUK AGROINDUSTRI KERING KENTANG (Studi Kasus pada Kering Kentang “Kirana” di Kabupaten Tuban)

2017

Silvana Maulidah | Heru HS Santoso | Fahmi Yudhi F.

This research purpose it is to analyze: (1) The expectations of consumers towards agro-industry brand image; (2) Analyze improvement planning of brand image in order to development of agro-industry keringkentangkiranaproducts.The method used in this study is a instrument variables test, descriptive analysis and qualitative analysis.Descriptive analysis aims to describe the facts, or population or certain areas with factual and systematic. Analysis qualitative in this study is using Quality Function Deployment QFD, from stage 1 to stage 4. The result showed that: ( 1 ) Consumer expectations of the brand image attributes that need to be improved and become a first priority for repaired is legal, advertising, durability, packaging, and logo design with a value of 0,10. For the second attributes that must guarded and maintained by the company is the price and the taste with the value 0,096, while the third priority is the aroma, texture, color and brand name with a normal weight of 0,077. ( 2 ) Planning and improvement in brand image in order to development KeringKentangKirana, performed by observing the production plan that have the highest importance weight values to be prioritized and addressed by CV Putra Mandiri Perkasa within development of KeringKentangKirana, first production planning is standardize the production process with a value of 2,04, raw material selection with a value 1,796 , packaging design and logo with a value 1,755, and the latter is an extension of ads with a value 1,491.

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