Abstract:
Instant noodles in Indonesia has slows down by 14.9 billion packs in 2013 from
14.75 billion packs in 2012. Purchasing power down effected to Supermi instant
noodles. This case becomes a serious problem. The objective of this research is
to analyze the impact of perceived quality, brand loyalty, brand association and
brand awareness towards advertising effectiveness of Supermi instant noodles.
The research is done in Carrefour, Tangerang City Mall where 200 respondents
are exclusively selected because of a certain criteria in order to fulfill the
requirement of perceived quality in the questionnaire. Theoretical framework of
this research consists of independent variable (perceived quality, brand loyalty,
brand association and brand awareness) and dependent variable (advertising
effectiveness). The type of data that used in this study is quantitative data and the
source that had been used was primary and secondary data. Partially the data was
analyzed through windows IBM SPSS 16.00 using multinomial logistic
regression method. Since the nature of the data is nonparametric, the researcher
uses no assumption about the population. From the result, it is shown that each of
independent variable has significant impact towards dependent variable and the
combination of independent variables simultaneously impact the dependent
variable. At the end, researcher purposes the company to have better
understanding to overcome these problems and can stimulate customer to have
effectiveness to choose Supermi instant noodles rather than another instant
noodles.
