THE IMPACT OF BRAND EQUITY TOWARDS ADVERTISING EFFECTIVENESS OF SUPERMI INSTANT NOODLES

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.