ANALISIS KESADARAN MEREK (BRAND AWARENESS)DAN ASOSIASI
MEREK (BRAND ASSOCIATION)SEPEDA MOTOR BAJAJ(Studi pada
Mahasiswa Universitas Muhammadiyah Malang)
Oleh: ADI WINARSO ( 03610364 )
Management
Dibuat: 2010-10-30 , dengan 7 file(s).
Keywords: Brand Awareness dan Brand Association
ABSTRAK
Tujuan diadakannya penelitian ini adalah untuk mengetahui tentang Brand Awareness dan Brand Association Sepeda Motor Bajaj pada Mahasiswa Universitas Muhammadiyah Malang (UMM). Bagi perusahaan penelitian ini diharapkan dapat bermanfaat bagi perusahaan untuk menguatkan atau menambahkan nilai merek sehingga merek dapat terpelihara dengan baik.
Alat analisis yang digunakan dalam penelitian ini yaitu dengan menggunakan analisis tabulasi frekuensi dipergunakan untuk menjawab rumusan masalah brand awareness (kesadaran merek) dan untuk mengukur brand association (asosiasi merek) para responden bebas untuk menuliskan asosiasi terhadap Sepeda Motor Bajaj. Dalam melakukan pengujian Brand Asociation ini maka digunakan rumus Cochran Q test.
Hasil analisis brand awareness yang meliputi: top of mind (puncak ingatan), brand recall (pengingatan kembali merek), brand recognition (penggunaan alat bantu) dan brand unware (tidak tahu merek) dapat disimpulkan sebagai berikut: sepeda motor merek Yamaha merupakan merek yang pertama muncul dalam ingatan apabila responden diingatkan terhadap merek sepeda motor atau mempunyai tingkatan top of mind tertinggi apabila dibandingkan dengan merek-merek yang lain. Sepeda motor merek-merek Yamaha merupakan nama merek-merek yang diingat kembali oleh responden tanpa adanya bantuan. Sepeda motor merek Yamaha merupakan merek yang paling diingat apabila penulis mengajukan pernyataan yang bisa mengarahkan atau
ABSTRACT
The objective of this research is to know about Brand Awareness and Brand Association Bajaj Motorcycles in University of Malang (UMM) Student. For companies of this research may be useful for companies to strengthen or add value to brand, so the brand can be well maintained. Analysis tools used in this research by using Frequency Tabulation Analysis is used to answer the problem formulation, Brand Awareness and to measure Brand Association of the respondents are free to write the Association of Bajaj Motorcycles. In doing the test brand was then used formula Cochran Q test Association.
Results of analysis that include Brand Awareness: Top Of Mind (peak memory), Brand Recall (recall the brand), Brand Recognition (use of hearing aids) and Brand Unware (do not know the brand) can be summarized as follows: Yamaha Brand motorcycles are brand first appeared in the memory if the respondent is reminded of a motorcycle or brand top of mind has the highest levels when compared with other brands. Yamaha motorcycle brand is the brand name is recalled by the respondents without any assistance. Yamaha motorcycle brand is the most memorable brand if the author submitted a statement that can direct or remind the respondent to remember the brand of motorcycle. Based on these results can be proven that KTM motorcycle brand is the brand that most do not remember if the author asked the question about the motorcycle brand. According to Motorcycle Brand Top of Mind measurement, Bajaj Motorcycle was the fifth (5th), for the measurement of Brand Recall occupies the fifth (5th), for the measurement of Brand Recognition on the fifth (5) while for the Brand Unware entry in the sixth (6th) who do not remember if the author asked the question about the motorcycle brand. Based on the results of Association Analysis Of The Brand (Brand Association) can be concluded that an attractive logo, a slogan that is memorable, conformance with the design of consumer preferences, the system DTS-i technology advanced, digital speedometer on a modern three-wheeler motorcycle, Bajaj motorcycle price is cheap , the price offered in accordance with the technology, the state of India as a famous manufacturer of automotive and automotive products India attractive production significantly in shaping the brand image of the Brand Bajaj Motorcycles product.
