Detail Inovasi Perguruan Tinggi


Tema: Marketing
Judul: Pengaruh Desain Kemasan, Positioning Merek Dan Kekuatan Merek Terhadap Citra Merek
Perguruan Tinggi: Sekolah Tinggi Ilmu Ekonomi Kesatuan
Jenis/sdm: dosen/0402115501

Tahun: 2018

The purpose of this study were (1) to acquire the influence of packaging
design to the brand image Teh Gelas, (2) to know how the influence of brand
positioning to the brand image Teh Gelas, (3) to know how the influence of the
strength of the brand to the brand image Teh Gelas, and (4) to find out how the
effect of packaging design, brand positioning and brand strength altogether to the
brand image Teh Gelas.The results showed that the determination coefficient
regression model derived from the value adjusted R2 of 0,496 square. This means
49,6% Brand Teh Gelas Orang Tua Group can be explained by the variable
packaging design, brand positioning and brand strength of the brand image,
while 50,4% could be explained by other variables not included in the model.
Keywords : Packaging Design, Brand Positioning, Brand Strength and Brand
Image.