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Variable Sub Variable
Indicator Scale
Brand Association
X3 Durianto
and Sitinjak
2001 in Eka Setya
Nurani and Jony
Oktavian Haryanto,
2011:110 Product
Attributes 1. Pocari Sweat is a famous brand
1. Pocari Sweat has attractive packages Ordinal
Intangible Product
Attributes 2. Good Image
Benefits 3. Substitute of body ion
4. Restoring power 5. Prevent dehydration
Lifestyle Personality
Pocari Sweat is consumed by; 6. Hard workers
7. People who sweat a lot athlete Competition
8. Compete able
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Variable Sub Variable
Indicator Scale
Brand Personality
X
4
Kotler Amstrong,
2006:140 Sincerity
1. Honest Ordinal
2. Humble 3. Wholesome
4. Modest Excitement
5. Exciting 6. Spirited
7. Unique Competence
9. Secure 1
Convenience 11. Reliable
Sophistication 12. Fresh
Ruggedness 13. Solid
14. Tough 15. Rugged
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Variable Sub Variable
Indicator Scale
Purchase Intention
Y Kotler and
Armstrong, 2006:147
Need Recognition
1. Need for the products Ordinal
Information Search
Obtain information about Pocari Sweat from other parties, such as;
2. Family, friends,
and Mass
media newspaper, television
Evaluation of alternative
Conducting thorough consideration before purchasing;
3. The benefits of consuming Pocari Sweat 4. Comparing with other brands of isotonic
drinks Purchase
Intention Kumar et al,
2009:3 in
Anniza Fitra
Azwardi 2012:37
5. Intention to purchase this brand 6. Make plans to purchase the products more
often
Purchase Decision
7. The brand of isotonic drink that will be bought
8. The decision where to make a purchase 9. When to make a purchase isotonic drink
Post Purchase Behavior
10. Feel satisfaction after consuming 11. Possibility to buy back
12. Consuming these products until exhausted
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CHAPTER IV ANALYSIS
A. Company Profile
1. History of PT. Amerta Indah Otsuka
PT. Amerta Indah Otsuka AIO was formally established in 1975 as a pharmaceutical industry with Otsuka Pharmaceutical Co, Ltd. PT.
Amerta Indah Otsuka manufactures four product groups, including clinical Nutrition products, medication prescription, medical equipment and
medical food supplements. Pocari Sweat is one of the soft drinks and most popular sport
drinks in Japan that is manufactured by Otsuka Pharmaceutical Co, Ltd. This drink was first sold in 1980. Markets outside of Japan are in the
regions of East Asian, Southeast Asia and the Middle East. http:id.wikipedia.orgwikiPocari_Sweat
Otsuka Pharmaceutical in Indonesia has six subsidiaries and one of them is PT. Amerta Indah Otsuka AIO a company, which is engaged in
the business of health beverage with the brand of Pocari Sweat. http:id.wikipedia.orgwikiPocari_Sweat
a. History of Pocari Sweat in Indonesia Pocari Sweat began to enter the Indonesian market in 1989 and
developed by PT. Amerta Indah Otsuka AIO in 1991. Pocari Sweat Factory was established in Lawang East Java to serve the needs of
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the market in Indonesia. Then in January 2004 the factory was transferred to Sukabumi West Java, where it is operative until now.
It lasted more than 10 years until the company could make its first profit in the Indonesian market. Finally, Pocari Sweat has been a
pioneer in the isotonic drink category and it has been a market leader in this category.
b. Vision and Mission PT. Amerta Indah Otsuka is committed to fully support
Indonesian public health by producing innovative products that contribute solutions to the daily health problems through the unique
perspective of the development of modern science. Vision of PT. Amerta Indah Otsuka: Being the brilliant
company, with a significant contribution and reliable for consumers and communities.
Mission of PT. Amerta Indah Otsuka: Developing and retaining high quality employees to produce high quality products; Making the
needs and well-being of consumers and society as top priorities; Catching all kinds of opportunities rapidly and innovatively in all
aspects to get consumer satisfaction, well-being and development of the company; Developing and maintaining mutual beneficial
relationships with business associates, and making the company reliable.
