The Analysis of Brand Building Factor of Tea Product in Surabaya

Abstract

The aim of this research is to test the variables formers of tea products’ branding in Surabaya. The investigated variables in this research are packaging variable (X1), product quality variable (X2), and price variable (X3). The packaging variable has four indicators such as materials, logos, colors, and sizes. The product quality variable has four indicators such as product durability, product conformity, design variation, and comfort of use. The prize variable is also has four indicators such as prize affordability, prize conformity with the quality, prize conformity with the benefit(s), and prize competitiveness. This research uses a confirmatory factor analysis as the measuring instrument. The populations of this research are Surabaya citizens who consume 60 teas. There are 53 respondents as the samples taken by non-probability sampling techniques by using purposive sampling method. The analysis result shows that the biggest determinant indicator of the prize variable is the prize conformity with the benefits, followed by the biggest determinant indicator of the packaging variable which is colors, and the biggest determinant indicator of the product quality variable is comfort of use.