Abstract:
This study entitled "Analysis of Product Brand Detergent Association and the Attack On the Rinso Brand Among Housewife In Sumbersari Jember District". This study aimed to determine the association of the brand (brand association) in shaping the brand image (brand image) product Rinso brand detergent powder type and the Attack among housewives in Jember District Sumbersari. The population in this study were housewives who buy and use Rinso detergent or Attack in District Sumbersari. The sampling method used was purposive sampling with over 120 respondents.Association variables used were 9 variables. Analysis tool used is the Cochran Q test.Cochran Q test a scale measurement data in the form of two separate (Kotomi), the answer "Yes" or "No" to determine what attributes are considered valid (invalid), where researchers put out the attributes that are considered not valid based on the criteria-statistical criteria used. Q values obtained were compared with the X2 value of the specified table to determine the relationship between the association. The results showed that: 1) the seven attributes of brand associations (brand association) were significant in shaping the brand image (brand image) product Rinso brand detergent powder type, which is formed by a well-known brand variables (X1), lots of choice (X2), foams many (X4), soft hand (X5), reasonable price (X6), attractive packaging (X7), and environmentally friendly (X9); 2) The six attributes of brand associations (brand association) were significant in shaping the brand image (brand image ) product brand detergent powder type attack, which is formed by a clean fragrant and economical variables (X3), foam much (X4), soft hand (X5), price terjangkaun (X6), and easily obtained (X7), and environmentally friendly (
