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Proyeksi: Jurnal Psikologi
Published by Universitas Islam Sultan Agung
ISSN : 19078455     EISSN : 26564173     DOI : 10.30659
Core Subject : Social,
Social Sciences
Proyeksi: Jurnal Psikologi adalah jurnal ilmiah yang diterbitkan oleh Fakultas Psikologi Universitas Islam Sultan Agung. Jurnal ini memuat hasil pemikiran dan studi empiris bidang psikologi atau bidang lain yang terkait dengan disiplin ilmu psikologi. Terbit setahun dua kali tiap April dan Oktober. Redaksi mengundang para penulis untuk mengirimkan artikel hasil penelitian maupun pemikiran dibidang psikologi maupun bidang lain yang terkait. Redaksi berhak mengedit naskah sepanjang tidak mengubah substansi tulisan
Arjuna Subject : Psikologi - Psikologi (Lain-Lain)
Articles 1 Documents
 1 
Search results for , issue "Vol 5, No 2 (2010): Jurnal Psikologi Proyeksi Vol. 5 No. 2 Oktober 2010" : 1 Documents clear
PENGARUH CITRA MEREK TERHADAP PERSEPSI CITARASA E Rindangi Putri Hermanto; Haryanto Fadholan Rasyid
Proyeksi: Jurnal Psikologi Vol 5, No 2 (2010): Jurnal Psikologi Proyeksi Vol. 5 No. 2 Oktober 2010
Publisher : Faculty of Psychology Universitas Islam Sultan Agung Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/jp.5.2.13-28

Abstract

This research investigated the effect of brand image on taste perception. The hypothesis of this research was that brand images would affect taste perception. It was also hypothesized that more qualified brand would result in more positive taste perception than less qualified brand. Product used in this research was mineral water. Two brands chosen for this research were A-one which represent more qualified brand, and A-two which represent less qualified brand (compared to A-one). Apart from these two brands, a non-branded package was also used. The samples (N = 60) were undergraduate student of the Faculty of Psychology,   a State Own University in Jogyakarta, who volunteered as research subjects. The samples were assigned to evaluate the taste of mineral water served in the three different brand packages. A taste perception scale was employed to collect  data through a counter-balance experimental design method. Experimental method with counter-balance design was conducted to ensure that the different in taste perception was the result of different brand images. Result revealed that brand image had effect on taste perception (F = 12,824, p<0,01). Branded package elicited positive response more than non-branded package. Thus, it causes more positive taste perception. Different result was obtained for more qualified brand and less qualified brand. There was no difference between more qualified brand and less qualified brand on taste perception.  This study concluded, due to similarity of the brands character, samples intend to have the same taste perception on the brands. Keywords: taste perception, brand images

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