PENGARUH CITRA MEREK TERHADAP PERSEPSI CITARASA
Abstract: This research
investigated the effect of brand image on taste perception. The hypothesis of
this research was that brand images would affect taste perception. It was also hypothesized
that more qualified
brand would result
in more positive
taste perception than less qualified brand. Product used in this
research was mineral water. Two brands chosen for this research were A-one
which represent more qualified brand, and A-two which represent less qualified
brand (compared to A-one). Apart from these two brands, a non-branded package
was also used.
The samples (N = 60)
were undergraduate student
of the Faculty
of Psychology, a State
Own University in
Jogyakarta, who volunteered
as research subjects. The
samples were assigned
to evaluate the
taste of mineral water
served in the three different
brand packages. A
taste perception scale
was employed to
collect data through
a counter-balance experimental
design method. Experimental
method with counter-balance design
was conducted to
ensure that the
different in taste perception was the result of different
brand images.
Result revealed that brand
image had effect on
taste perception (F =
12,824, p<0,01). Branded package
elicited positive response more
than non-branded package. Thus,
it causes more positive
taste perception. Different
result was obtained for
more qualified brand and
less qualified brand.
There was no
difference between more qualified brand and less qualified brand
on taste perception. This study concluded,
due to similarity of the brands character, samples intend to have the same
taste perception on the brands.
Penulis: E. Rindangi Putri
Hermanto & Haryanto Fadholan Rosyid
Kode Jurnal: jppiodd100016
