Judul: Analisis brand equity produk camilan kacang merek Mr.P dan implikasinya terhadap bauran promosi pemasaran (Studi kasus PT Mitrasatrya Perkasautama)
Abstrak: Various kind of nuts (cashew nuts, peanuts, soybeans, and green beans) could be use as the main ingridient of snacks. One of snacks that widely known by the customer is groundnut snacks. That products are roasted peanut, egg peanuts, and atom peanuts. The Mr.P peanut snack brand is a product of PT Mitrasatrya Perkasautama. Several peanut snacks products that produced by PT Mitrasatrya Perkasautama are Mr.P roasted peanuts, Chili roasted peanuts, garlic peanuts, honey peanuts dan cashew nut. In the development, the competition of peanut snack product market is tighter. This condition caused by the number of similar product sold in the market. The products are Garuda brand, Dua Kelinci brand, and Kaya King brand. With the competition in the market that become more competitive, it is very important for PT Mitrasatrya Perkasautama to do the brand equity analysis toward the Mr.P peanut snack brand. By acknowledging the brand equity of Mr.P peanut snack brand, the company could know and understand the customer behaviour toward the Mr. P peanut snack brand equity elements. The purpose of this research are to identified the elements that form the brand equity, analyze the brand equity elements that consist of brand awareness, brand association, perceived quality and brand loyalty towards the Mr.P peanut snack brand also formulate the promotion mix of Mr.P peanut snack brand. The scope of this research is analysis the elements of brand equity and the implication to the promotion mix. The product that was researched are the Mr.P peanut snack brand and three similar product brand that dominant in the market and have the potency to be the main competitor of Mr. P brand, that are Garuda brand, Dua Kelinci brand, and Kaya King brand. The respondent in this research is 100 customers in Jakarta area that consumed peanut snacks products. Every element of brand equity analyzed with different method. The descriptive analysis used in this research to analyze brand awareness, perceived quality, and brand loyalty while the Cochran test used to analyze brand association, and to analyze perceived quality use the Biplot analysis method and semantic differential scale. From the analysis acquired that the Mr. P peanut snack brand awareness is quite good, although not good enough compare with the Garuda brand. But the brand is better if compare with Dua Kelinci brand and Kaya King brand. This could be seen from top of mind number (22%) and brand recall (61%). Mr. P was in the second position under the Garuda brand on the top of mind test and second in the brand recall test .On the brand association test, the association that related each other that form the brand image of Mr. P brand are good taste, delight aroma, attractive packaging design, crunchy, can be consumed anytime and have a clean product. Good taste, can be consumed anytime, and have a clean product are the attribute that form the brand image of other peanut snacks. This means that the main attribute that has to be fulfilled are good taste, can be consumed anytime, crunchy, and have a clean product. The
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