STUDI BRAND AWARENESS PRODUK JAMU TRADISIONAL PADA IBU RUMAH TANGGA DALAM MENGONSUMSI JAMU TRADISIONAL DI DESA GENTAN, KABUPATEN SUKOHARJO

Abstract

ABSTRACT :This research aimed to analyse the relations of unaware of brand variable (X₁), brand recognition (X₂), brand recall (X₄) and top of mind (X₅) and to analyse the most influencing factor in consuming tradtional-style jamu among the housewives in Gentan, Sukoharjo with buying decision as a dependent variable (Y). This research used descriptive-analysis as the method. Purposive sampling used as sampling method. Variables measured by scale technique. Analysis data method using Multiple Linear Regression model with α = 0,05 to find out Adj R², Test F and Test t, with Classical Assumption test. Adj R² value in the amount of 0,527 or 52,7% of variation dependent variable can be explained by independent variable. The result of F Test and t Test shows that the unware of brand, brand recognition, brand recall and top of mind either together or individually, influenced buying decision of herbal medicine. Influence is not strictily positive, but in unware of brand giving the opposite influences (-).In this research, top of mind variable become the most influencing factor regarding to the buying decision making of the consumers because it has the highest numbers of regression coefficient, it means herbal medicine consumers in Gentan Village are having brand awareness. There is no signs of Classical Assumption disorder. Researcher recommended to the Regent of Sukoharjo Regency to increasing control about herbal medicine seller so it suitable to consumption and not giving loss for consumer, as well as the Regent should introduce the drinking herbal medicine behaviour to young generation, so this behaviour can be everlasting.