HUBUNGAN TERPAAN IKLAN DAN CITRA MEREK TEH PUCUK HARUM DENGAN PERILAKU PEMBELIAN KONSUMEN

Abstract

Indonesia is one of 5 biggest black tea exporter in the world. No wonder if there’s so many ready-to-drink tea products which is made from black tea. One of readyto-drink tea product is Teh Pucuk Harum that producted by PT Mayora Indah Tbk. In 2016, Teh Pucuk Harum is on first place with most ad spender in tea brand category. Teh Pucuk Harum’s top brand index also increase 20,7% in same year. But, high ad spend and the increasing of top brand index has not made Teh Pucuk Harum ranks the first market share of ready-to-drink tea drink products. Therefore, this research aimed to find out the relationship of advertising exposure and brand image of Teh Pucuk Harum with consumer’s purchasing behavior. This research is a quantitative study with explanatory type. This study uses a non probability sampling with 50 peoples for samples, ages between 10-50 years old in Semarang City were have been exposure the advertising of Teh Pucuk Harum and have been consume the product of Teh Pucuk Harum. The results of Kendall tau correlation analysis shows that between advertising exposure of Teh Pucuk Harum with consumer’s purchasing behavior have a very significant relation, showed by significant value of 0.005 and correlation coefficient value of 0.304. Meanwhile brand image of Teh Pucuk Harum with consumer’s purchasing behavior also have a very significant relation, showed by significant value of 0.000 and correlation coefficient value of 0.421. By the results, researcher give advise to Teh Pucuk Harum to choose endorser that well known by the audiences with less amount of endorser and also making events like an interesting competition in social media so it can make brand awareness to increase audience’s knowledge about Teh Pucuk Harum’s produts.