Judul: Analisis Ekuitas Merek Obat Flu Mixagrip (Studi Kasus Mahasiswa S1 Institut Pertanian Bogor)
Abstrak: Success of marketing strategies is determined by its ability to draw on the four main elements of the marketing mix (product, price, place, and promotion) and determine the STP (segmenting, targeting, and positioning), as well as the ability to build strong brand equity. The Increased in value because of branding on a product called brand equity. The stronger the brand equity of a product, effect its appeal in the eyes of consumers to consume these products which in turn will lead consumers to make repeat purchases so that drove the company to reap profits from time to time. This study was conducted to identify how the relationship or contribution dimensions of brand equity (brand awareness, brand percived quality, and brand loyalty) in building brand equity on cold medicines Mixagrip. The research was conducted at the Bogor Agricultural University in consideration of these BAU’s students are able to represent the diversity of consumers and economic class, which is the main target of marketing this product. This study began in February to March 2013. Primary data were collected through a survey of Mixagrip consumers. The population in this study were S1 students of Bogor Agricultural University. Sampling techniques used in this study was non-probability sampling through a convinience sampling approach with sample of 190 people. To analyze the data in this study using data analysis techniques Structural Equation Modeling (SEM) with an alternative method of variance-based or Component-Based SEM-called Partial Least Square (PLS) using SmartPLS version 2.0 software. SEM analysis results showed that the model is able to explain the hypotheses considered by both empirical facts obtained in the field and is a model that can be accepted (close-fit). Structural model parameter estimation results indicate that all dimensions of brand equity has a positive relationship to brand equity. From the results of SEM is known that the dimensions of brand loyalty has the highest contribution, while contributing to the low is awareness dimensions based on loading factor and tests of significance. Managerial implications of this study are: (1) The company needs to maintain customer loyalty by measuring and maintaining customer satisfaction. (2) The company needs to maintain and improve the image quality of the brand with a culture and a commitment to quality products. (3) The company needs to increase consumer brand awareness aspect by expanding the advertising media, such as advertising on mass transportation, to sponsor events/ activities that fits target consumers and product campaigns on social media like Facebook and Twitter that involving celebrities or community leaders.
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Judul: Kajian Ekuitas Merek Ikan Kaleng dan Implikasinya terhadap Bauran Pemasaran (Studi Kasus di Kota Bogor)
Abstrak: The objective of this research is to analyze the brand equity of various canned fish product, to analyze the relation of consumer demography with the brand equity of canned fish product and also to formulate the marketing mix based on the elements of brand equity. Analyzing tools used in this research are analysis tools of each stage of brand equity, fishbein analysis, biplot analysis, and descriptives analysis. The result of brand equity research shows that the most remembered brand is Botan, followed by Gaga and ABC. Gaga brand has more brand image farming association than that of Botan and ABC. While all the three brand have the same position on brand loyalty, most of all brand at every stage of brand loyalty give profit except for the committed buyer step, the company have to spend a great expense on promotion cost due to consumer’s lack of knowladge on canned fish brand. In general, the strongerst brand equity is held by Botan and followed by Gaga. ABC brand has not yet owned brand equity, because ABC brand is included as new canned fish in market. The result of segmentation analysis shows that canned fish product is more focused on female between 15 to 35 years old with in middle earning level who has high activity and according to location analysis, it can be concluded that location of consumers residence influence consuption pattern. This can help producer to focus where to sell the product. According to marketing mix result, recommendation for Botan brand is: (1) product mix, by improving product quality and creating new product with more spesific taste and aroma, (2) price mix, by determining optimum/premium price to find out the level of which consumer will to pay, e.q. premium sardines product, (3) place mix, by improving distribution system and placing Botan canned fish product on easily-reached-by-consumer places, (4) promotion mix, further promotion need to conduct in order to keep Botan brand on top of mind of consumer such as direct selling strategy on canned fish counters, (5) people mix, by maintaining contiguilty relation with consumer e.q. by giving prizes (gimmic) to consumer’s, (6) process mix, by maintaining product quality from process dispatch to consumers home, (7) physical evidence mix, making better packaging appearance by modification of can shape such as oval shape and modification of packaging colour to distinguish with competitor’s product. Marketing mix for Gaga brand is: (1) product mix, maintaining product by giving appreciation for loyal consumers of Gaga brand, (2) price mix, by maintaining to offerred price and giving bonus for large quantity purchasing, (3) place mix, by maintaining loyal distributor agent and substracting product in unloyal distributors and also selecting agents whitch is more proper to product, (4) promotion mix, further promotion need to be conducted in order to make the product remembered by consumer, by using medias, (5) people mix, by creating high quality product to retain consumer, (6) process mix, by monitoring process especially on pre-cooking stage so the fish not be become too brittle, (7) physical evidence mix, by maintaining the good appreance of Gaga
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Judul: Posisi Filogenetik Kura-Kura Carettochelys Insculpta  (Reptillia: Testudinata)
Abstrak: Carettochelys insculpta is an endemic freshwater turtle of southern Papua and northern Australia. Phylogenetic position of this turtle is remain unresolved until now. Most of the research conducted show close relationships of C. insculpta and members of Trionychidae family. However, some of the research show distance between C. insculpta and members of Trionychidae family. This research is conducted to analyze phylogenetic relationship between C. insculpta and other members of Testudinata using 12S rRNA, 16S rRNA, and both gene as markers. DNA samples were obtained from three different organisms of C. insculpta. Two species used as outgroups were Alligator mississippiensis and Iguana iguana. Phylogenetic analysis was carried out using Neighbor-Joining method with Felsenstein 1981 (F81) modeltest. A polytomy tree of Testudinata was produced by using 12S rRNA gene. However, analysis using 16S rRNA and both genes as markers confirmed that C. insculpta was located between the Chelonidae and the Trionychidae family.
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