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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi MANAJEMEN DEWANTARA TRIDARMA: Pengabdian Kepada Masyarakat (PkM) BUDGETING : Journal of Business, Management and Accounting Journal of Servite ProBisnis : Jurnal Manajemen Jurnal Ekonomi Trisakti Journal of Social And Economics Research Jurnal Manajemen dan Pemasaran Jasa journal of social and economic research
Raymond Siregar
Department Of Management, Faculty Of Business, London School Of Public Relation Institute Of Communication & Business, Jakarta, Indonesia
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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MEREK ORGANIK DI TANAH AIR: STRATEGI POSISIONING MEREK BERBASIS KEBERLANJUTAN DI PASAR OATMEAL INDONESIA Faradyzka Aurora Kencana; Raymond Siregar
MANAJEMEN DEWANTARA IN PRESS (2026)
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i1.22046

Abstract

This study aims to analyze the positioning of organic oatmeal brands in Indonesia based on consumer perceptions, with a focus on sustainability-oriented attributes. The research examines how marketing mix elements and brand-related attributes shape consumer perceptions in selecting organic oatmeal brands, particularly Quaker, Energen, Havermout, and Simba, within the Indonesian market. This research employs a descriptive quantitative approach using discriminant analysis. Data were collected through questionnaires distributed to consumers who have consumed Quaker, Energen, Havermout, and Simba oatmeal products. The variables analyzed include product reliability, price perception, product availability, promotional attractiveness, brand awareness, and packaging durability. The Likert scale was applied to measure consumer perceptions, and the unit of analysis consisted of individual consumers. The results indicate that product availability and packaging durability are the most important attributes influencing consumer brand positioning. Quaker is perceived as superior in terms of availability, while Havermout excels in packaging durability. Energen and Simba do not demonstrate superiority in either attribute, indicating the need for strategic improvements. These findings suggest that strengthening key sustainability-related attributes is essential for enhancing brand positioning in the Indonesian organic oatmeal market
Co-Authors Adhilla, Siti Aurelia Lalita Kirana Jayananda Debbie Tribudhi Diandra Vizara Santoso Donny Setiawan Faradyzka Aurora Kencana Fatik Rahayu Gatri Lunarindiah Gavrila Debora Manampiring Ishak Sergio Hasiholan Samosir Kumaralalita, Nareswari Lisanti, Prameshwari Dinda Luki Adiati Pratomo Maria Christina Mona Patriyasa Novi Cahayani Nurlida Fatmikasari Nurulita, Dyahayu Amanda Raissa, Adina Risde, Kahti Ramadhia Sartika, Kartini Dwi Soeharjoto Soeharjoto Wijarnako, Faiq Raihan Wijarnako, Khansa Fara Wulan Sari Wurianisa Purnamisuri Ying, Luo Yudizon, Zhafran Tsany