PENGARUH STATUS PIONIR SEBUAH MEREK TERHADAP SIKAP KONSUMEN PADA TEH BOTOL SOSRO (STUDI KASUS PADA MAHASISWA FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS SUMATERA UTARA
Abstract: This study aims to
determine the influence of pioneer status of a brand to the consumer attitudes
for Teh Botol Sosro for students of Social and Political Science, University od
North Sumatera.
This research is descriptive quantitative. Data used are primary and
secondary data obtained through the study of the measurement documentation and
questionnaries using Likert’ scale. The population in this study were all
students of Social and Political Science, University of North Sumatera who had
consumed Teh Botol Sosro whose numbers unknown. Sampling technique using a accidental sampling method. The analysis
method used is descriptive analysis method and the simple regression analysis
method.
The results of this study indicate that the pioneers status of a brand
have a positive and significant impact on consumers attitude towards the
category of beverage Teh Botol Sosro to the students of Social and Political
Science, University of North Sumatera. R
Square = 0,370, meaning 37% of the factors in consumer attitudes can be
explained by the independent variable which is pioneer status while the
remaining 63% explained by other factors not examined in this study
Penulis: Kharisma Sari
Pardede, Ulfah Ulfah
Kode Jurnal: jpmanajemendd130587
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