Analisis Faktor-Faktor Brand Association Konsumen Produk Kangsen Kenko (KK) Di KabupatenJember

Abstract

At this time in the brand association made a foothold consumers in making purchasing decisions related to the products offered by the company. Companies engaged in the field of beauty much do these systems in its product offering. Kangsen Kenko (KK) Jember branch is one branch of the Indonesian producer KK engaged in the cosmetics and health product. Competition in the field of corporate marketing, especially cosmetics and health products in Jember growing cosmetics company with a number of emerging and new health products. Product are offered on average about the same. Research that is oriented to determine the factors that influence consumers decision to buy the product KK Beautyzen in Jember. Form of the observations made in the studyis a survey form. In the survey method, data information collected from respondents using questionnaires. Based on the research that has been described in the previous chapter, using factor analysis, it can be concluded that there are four factors of brand association on Beautyzen KK product, the first factor (F1) are called factors consist of features; comfort of the waiting room, bonus softdrink, and complete facial equipment, the second factor (F2) is called loyalty factor consisting of; needs, satisfaction, and use of, the third factor (F3) are called factors of excellence comprising; benefits accordingly, appropriate price, and location strategic, the fourth factor (F4) is called the pull-factor consisting of community and influence other products.

Keywords : Brand Association factors, Factor Analysis