This thesis entitled "An Analysis of The Significance of "Life is Easy with AUTO2000" Campaign to Customers' Brand Awareness in AUTO2000 Pluit" prepared and submitted by Daniel Suryajaya as partial fulfillment of the requirements for the bachelor's degree at the Faculty of Economics has been reviewed and found to have met the requirements for a thesis to be suitable for examination. Brand Awareness in AUTO2000 Pluit” is, to the best of my knowledge and belief, an original work that has not been submitted, in whole or in part, to another university for a degree. The latest campaign of Auto2000 is "Life is easy with Auto2000", which explains twelve reasons to choose Auto2000.
Therefore, the researcher would like to know the importance of the campaign and its effect towards the brand awareness of the customer. By conducting this study, Auto2000 can determine the relevance of their campaign and improve customer brand awareness. Based on the research conducted, it can be concluded that advertising and public relations have a significant impact on customer brand awareness.
First, I would like to give my gratitude to the Lord Almighty, for every single blessing, favors, guidance, opportunities, starting from the beginning until this dissertation report is constructed.
INTRODUCTION
- Background of Study
- Company Profile
- Problem Identified
- Problem statements
- Research Objectivities
- Significant Of Study
- For Company
- For Academic Study
- For the Researcher
- Scope and Limitation of Study
- Hypothesis
- Definition of Terms
To find out the meaning of "Life is easy with Auto2000" campaign using questionnaire given to the customers of Auto2000 so that the company can improve their campaign strategy. This research is important to help the researcher to get a better understanding of marketing communication and brand awareness in real working condition. The scope of this study is to analyze the campaign mix carried out by Auto2000 which includes advertising and public relations.
Advertising: is any paid impersonal presentation and promotion of ideas, goods or services by an identified sponsor (Philip Kotler and Gary Armstrong, 2006, p. 427). Public relations: Public relations is highly credible - news, articles, sponsorships and events seem more real and credible to readers than advertisements. Public relations can also reach many potential customers who avoid salespeople and advertisements - the message reaches buyers as "news" rather than sales-oriented communication.
However, a well thought out public relations campaign used with other elements of the promotion mix can be very effective and economical. (Philip Kotler and Gary Armstrong, 2006, p.417).
LITERATURE REVIEW
- Marketing
- Brands
- Brand Awareness
- Consumers problem-solving processes
- Communication Process
- Promotion Mix
- Advertising
- Public Relations
- Customer Satisfaction, repeat purchases, and customer commitment
11 The results of the firm's marketing strategy are determined by its interaction with the consumer decision-making process. Research shows that customers evaluate not only the message, but also the source of the message – in terms of trustworthiness and credibility. A major advantage of personal selling is that the source – the seller – can get immediate feedback from the recipient.
For example, a new children's cough syrup was advertised as "extra strength". Advertisers thought this would reassure parents that the product worked well, but wary mothers avoided the product for fear it would be too strong for their children. The communication process is all the more complicated because the recipient knows that the message comes not only from the source, but also through some message channel - the message carrier. Direct Marketing: Direct connections with carefully targeted individual consumers for immediate response and building lasting customer relationships - use of direct mail, telephone, directly with specific consumers.
Dissatisfied customers may also become or remain repeat buyers because these individuals perceive switching costs—the cost of finding, evaluating, and adopting another solution—as too high.
METHODOLOGY
- Research Method
- Time and Place
- Research Instrument
- Data collection method
- Population and Sampling
- Population
- Statistical Treatment
- Validity Test
- Reliability Test
- Multiple Regression
- Testing Hypothesis
- F-test
- t-test
- Data result of Validity and reliability testing
- Limitation
In library research, all relevant data is collected, including all theories, thesis examples, journals, and literature in libraries that relate to the subject of study. In this research, the independent variables are (X) materials (X1) advertising (X2) public relations activities (Y) is brand recognition 1: I strongly disagree. In regression (also in multiple regression), to determine the sample size, it is better to multiply the sample size by 10 or more than the variable in the study.
The purpose of these two tests is to determine the comprehensibility and reliability of the research instrument. The raw score equation for multiple regression is an extension of the raw score equation for simple linear regression. X1 = assessment of the dimension of advertising X2 = assessment of the dimension of public relations. 1993, p. 22) regression models can be cross-sectional (where there are cases for the analysis of several units observed at a single time point) or time series (where there are cases of observation of one unit at several time points).
Multiple regressions can be a good model if the models meet some assumption, and this assumption is called the classical assumption. Both Stevens (2002) and Tabachnick and Fidel (2001b) show that univariate violations of normality can be assessed using statistical and graphical approaches. Skewness is a measure of the symmetry of a distribution, and kurtosis is a measure of the overall skewness of a distribution.
The tolerance parameter attempts to protect the procedure against multicollinearity by rejecting predictor variables that are too highly correlated with other independent variables. Heteroskedasticity typically occurs when the variable is not distributed in a normal way or when a data transformation procedure has produced an unexpected distribution for a variable (Tabachnick and Fidell, 2001b). If the regression coefficient value from each independent variable is not significant based on statistics, it can be concluded that heterosdasticity does not occur (Sumodingrat 2001, p.271).
Based on table 3.1, All variables are valid that are eligible to be used as part of the questionnaire. This research may cause many problems for the researchers to achieve, but at least the researcher does the best and contribution to make this research done effectively.
ANALYSIS OF DATA AND INTERPRETATION OF RESULTS
Data Processing
Interpretation of Data
- Demographic analysis
- Gender
- Descriptive analysis
- advertising(X)
- placement print ads
- Public Relations (X2)
- Brand awareness (Y)
- Overall Description
From table 4.2, it can be concluded that 66% of the respondents agree that the printed placement ads are interested, 34% are neutral and 0% disagree. From Table 4.3, it can be concluded that 70% of respondents agree that print ads reminded of strengths of Auto2000, 30% are neutral, and 0% disagree. From table 4.6 it can be concluded that 72% of the respondents agree that the TV commercials are of interest, 28% are neutral and 0% disagree.
From table 4.7, it can be concluded that 76% of the respondents agree that TV commercials remind Auto2000's strengths, 24% are neutral and 0% disagree. From table 4.2 it can be concluded that 74% of the respondents agree that the board is interested, 26% are neutral and 0% disagree. From table 4.11, it can be concluded that 75% of the respondents agree that the billboard reminds Auto2000's strengths, 25% are neutral and 0% disagree.
From table 4.6 it can be concluded that 74% of the respondents agree that spot radio is interested, 25% are neutral and 1% disagree. From table 4.7, it can be concluded that 76% of respondents agree that spot radio is reminiscent of Auto2000's strengths, 24% are neutral and 0% disagree. Table 4.17 shows that 78% of respondents agree that spot radio encourages them to use Auto2000's services, 22% neutral and 0% respondents disagree.
From Table 4.18, we can conclude that 38% of respondents agree that the advertisement is interesting, 55% are neutral, and 8% disagree. From Table 4.19, we can conclude that 34% of the respondents agree that the advertising reminds of the advantages of Auto2000, 59% are neutral, and 7% disagree. From Table 4.22, we can conclude that 44% of the respondents agree that they are interested in sponsoring the event, 38% are neutral, and 6% disagree.
From Table 4.22, we can conclude that 31% of the respondents agree that the sponsorship of the event reminds Auto2000's strengths, 50% are neutral, and 19% disagree. 43 From table 4.26, we can conclude that 14% of respondents agree that the media meeting is of interest, 78% are neutral, and 8% disagree. From Table 4.27, we can conclude that 13% of the respondents agree that the media collection reminds of the advantages of Auto2000, 78% are neutral, and 9% disagree.
From table 4.31, it can be concluded that 11% of respondents agree that the press release reminds Auto2000's strengths, 55% are neutral and 34% disagree.
Interpretation of Multiple Regressions
- Hypothesis Test
- Model Evaluation
- Normality Test
- Multicolinearity
- Heteroscedasticity
- Regression Model Result
- F-test
These facts show that the "Life is Easy" campaign had a positive impact on the recognition of the Auto2000 brand among customers. The research study mainly refers to “ANALYSIS OF THE MEANING OF THE “LIFE IS EASY WITH AUTO2000” CAMPAIGN TO CUSTOMERS. The objective of this research is to determine whether there are significant effects of advertising and public relations on customer brand awareness.
Therefore, the model analysis can explain how significant the independent variables are to the dependent variable. Based on multiple regression, the aim is to understand and find the connection between independent variables and dependent variables. From the following figures, the normal probably regression plot residual is standardized with advertising and public relations as independent variables brand awareness as the dependent variable approximate tendency to make a straight line.
A tolerance close to 1 means that there is little multicollinearity, while a value close to 0 indicates that multicollinearity may be a threat. From Table 4.37, the advertising tolerance (X1) is 0.842 and the public relations (X2) is 0.842 – these tolerances mean that the data can still be tolerated. It shows that there is no multicollinearity between the independent variable because the value is still below 10.
From table 4.24 it showed that the data is normally distributed, the points spread each other and not made a pattern. It is eligible to be used to predict the operation performance based on the independent variables. 56 From table 4.40, the correlation coefficient (R) for the regression model is .422, which means that there is a relationship between advertising and public relations to customer loyalty.
The coefficient of determination (R2) is 0.178, which means that only 17.8% variability in the dependent customer loyalty can be explained by the variability of Advertisement and Public Relation. 57 From Table 4.40 above, it shows that the significance is .001 less than 0.05, which means that Ho is rejected, so overall the independent variables: Advertisement (X1) and Public Relations (X2) have a significant influence on the customer's brand awareness.
CONCLUSIONS AND RECOMMENDATIONS
Conclusions
Recommendations
Quantitative and qualitative research in the built environment: applying the 'mixed' work study research approach. The essence of research methodology; A Concise Guide to Masters for Master's and PhD Students in Management Sciences.