Kesadaran Merek (Brand Awareness) Pada Produk Coklat Dodol Claszeto (CDC), Citra Persada Jahe Susu (CPJS), Jenang Semesta (JS) PT.Mubarok Food Di Jakarta

Abstract

The innovation of traditional Indonesian food products in this type of Dodol has been decreasing interest, as evidenced by the decrease of innovation product sales from PT.Mubarokfood in Jakarta for 1 semester to be the background of this research. Problems that arise: How Brand Awareness Chocolate Dodol Claszeto (CDC), Citra Persada Ginger Milk (CPJS), Jenang Semesta (JS) at PT Mubarok Food in the minds of the people of Jakarta? Purpose of research To describe Brand Awareness product Chocolate Dodol Claszeto, Citra Persada Ginger Milk, Jenang Semesta at PT. Mubarok Food in the minds of consumers of Jakarta. Researchers use quantitative descriptive method. Efforts to answer the problems and objectives of the study conducted with the theory of Brand Awareness measured from the highest namely; Top of Mind, Brand Recognition, Brand Recall, Unaware of Brand. The results showed from the three products, Chocolate Dodol Clazeto has the highest level of awareness but consumers do not know the price of this product, Dodol Clazeto Chocolate has a level of Top Of Mind. Milk Ginger is a product of taste innovation that consumers are not interested in, with a low percentage in all three low-all categories, Milk Ginger is a product with a degree of Unware Brand. Jenang Semesta is an unrecognized product because of packaging that can not be distinguished by other brands, Jenang Semseta has a Brand Recall level. Suggested from each product improves Brand Alignment with; Chocolate Dodol, promoting through social media and conducting ongoing Brand Activity is done to remind consumers of the price and shape of Dodol Clazeto Chocolate. For Ginger milk, evaluate the taste of Ginger Milk, so consumers can receive a mixture of ginger and dodol flavor, and conduct a survey of the flavor of milk ginger to be marketed, the taste is the first thing to remember from food products. And Jenang Semesta, is changing product packaging and distinguishing impression from other brands.