PENGARUH CITRA MEREK TERHADAP PERSEPSI CITARASA

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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.
Keywords: taste perception, brand images
Penulis: E. Rindangi Putri Hermanto & Haryanto Fadholan Rosyid
Kode Jurnal: jppiodd100016

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Jp PIO dd 2010