BRAND AWARENESS LEVEL OF PAWON JENONK AS ONE OF THE MICRO-SCALE FOOD INDUSTRIES IN BANDUNG, INDONESIA
Article History
Submited : March 11, 2021
Published : June 30, 2021
Brand awareness is one of the brand equity components that holds a significant role in brand popularity and brand profitability. However, Pawon Jenonk has been encountering popularity and profitability issues for 3 years. Therefore, this study is executed to measure consumers' brand awareness of Pawon Jenonk and its ability to indicate the brand’s popularity and profitability or the contrary. In this study, the level of brand awareness is measured from both its depth and breadth. This study used a quantitative research design using a survey method to collect the data. The population is 160 consumers who purchased its product between December 2020 – January 2021 and simple random sampling was used to choose 150 consumers of the population. In analyzing the collected data, descriptive statistic analysis was used by categorizing the respondents’ total rating score towards the brand awareness instruments. The result shows that 59,33% of the respondents have a high level of brand awareness, 36,00% of the respondents have a moderate level of brand awareness, and 4,67% of the respondents have a low level of brand awareness. From that result, it can be stated that Pawon Jenonk has been quite successful in establishing its consumers' ability to recognize and recall the brand but not so much in establishing the consumers’ consideration to purchase and consume its products. It can be stated that this study indicates a linkage between brand awareness with the brand’s popularity and profitability. The result also proved that Pawon Jenonk’s issues are related to its brand awareness. Therefore, it can be concluded that the level of brand awareness can indicate brand popularity and profitability condition or the contrary.
Azwar, S. (2009). Penyusunan Skala Psikologi. Yogyakarta: Pustaka Pelajar.
Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management: Evidence from organizations in the value chain. Journal of Product & Brand Management, 12(4), 220–236.
BPS. (2019). Produk Domestik Bruto Indonesia Triwulanan 2015-2019. BPS.
Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management, 21, 63–80.
Gusti Noorlitaria, A., Pangestu, F. R., Fitriansyah, Surapati, U., & Mahsyar, S. (2020). How Does Brand Awareness Affect Purchase Intention in Mediation by Perceived Quality and Brand Loyalty? Journal of Critical Reviews, 7(2), 103–109.
Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. Journal of Consumer Research, 17(2), 141–148.
Huang, R., & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92–99.
Keller, K. L. (2013). Strategic Brand Management (4th Global). Pearson.
Keller, Kevin Lane. (2003). Understanding brands, branding, and brand equity. Interactive Marketing, 5, 7–20.
Kominfo. (2017). Survey Penggunaan TIK 2017: Serta Implikasinya terhadap Aspek Sosial Budaya Masyarakat. Kominfo.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Global). Pearson.
KPPU. (2019). Ringkasan Eksekutif: Penelitian Industri Gandum dan Terigu.
Macdonald, K. E., & Sharp, B. M. (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication. Journal of Business Research, 48(1), 5–15.
Pelchat, M. L. (1997). Food cravings in young and elderly adults. Appetite, 28(2), 103–113.
Peter, P. J., & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy (9th Edition). McGraw Hill/Irwin.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on The consumers’ Purchase Intention. Journal of Marketing and Consumer Research, 33, 34–38.
Tawas, H. N., & Bangkang, A. S. (2015). Pengaruh Brand Awareness dan Promosi terhadap Loyalitas Merek dengan Brand Popularity sebagai Variabel Intervening pada Pemilihan Kepala Daerah di Provinsi Sulawesi Utara. Jurnal Riset Ekonomi, Manajemen, Bisnis, Dan Akuntansi, 3(4), 191–206.
Wang, X., & Yang, Z. (2010). The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image. Journal of Global Marketing, 23, 177–188.
Wu, S.-I., & Ho, L. (2014). The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of Innovation Product - An Example of iPhone. International Journal of Innovation and Technology Management, 11(4), 1–22.
Yeboah, M. (2016). Impact of Product Branding on Sales Revenue of Listed Companies in Ghana. International Journal of Academic Research in Business and Social Sciences, 6(9), 112–124.
Zellner, D. A., Garriga-Trillo, A., Rohm, E., Centeno, S., & Parker, S. (1999). Food liking and craving: A cross-cultural approach. Appetite, 33(1), 61–70.
