ANALISIS PEMILIHAN KARAKTER SUPERHERO SEBAGAI LISENSI PRODUK PADA MINUMAN SUSU FRISIAN FLAG (MILKY, FRUITY, DAN MUT MUT) DALAM MENARIK MINAT BELI KONSUMEN

Aji Kresno Murti(1*), Muhammad Sani Kurniawan(2),


(1) Program Studi Manajemen Pemasaran Industri Elektronika Politeknik APP Jakarta
(2) 
(*) Corresponding Author

Abstract


This research is an analysis that aimed to see the suitability between super hero character (Iron Man, Spiderman, Thor, Captain America) chosen by Frisian Flag Indonesia as a license on Milky, Fruity and Mut mut products toward information allotted in the packaging. Besides, it also explored the interest of kids to the character. It was multi method research. It involved desktop-research and survey which enabled respondents to bring out their perception. The results of this study was Iron Man considered to be a very appropriate character, reflected from the  survey and comparison toward the nutrition. Thus, from this research, it is a suggestion for Frisian Flag to focus Iron Man character as one of the steps to increase sales and consumer buying interest.


Keywords


Licence, Superhero, Interest

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References


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Skripsi, disertasi, tesis

Fabio Albanese, Merchandising and Licensing to Improve Brand Equity. The Coca-Cola Case © SYMPHONYA Emerging Issue in Management, n. 1, 2000-2001 www.unimib.it/symphonya

Dyzka Fadela, analisis brand endorser produk kosmetika mustika ratu studi pada putri indonesia 2010 nadine alexandra dewi ames, Universitas Indonesia

Artikel dari internet:

www.frisianflag.com diakses pada tanggal 30 agustus 2017

www.marvel.com diakses pada tanggal 5 september 2017

www.detik.com diakses pada tanggal 5 september 2017




DOI: https://doi.org/10.30988/jmil.v1i2.14

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