brand awareness

Brand awareness berada pada rentang antara perasaan yang tak pasti terhadap pengenalan suatu merek sampai dengan perasaan yakin bahwa produk tersebut merupakan salah satu produk dalam kelas produk yang bersangkutan. Pengenalan merek merupakan langkah dasar pertama dalam komunikasi pemasaran. Berawal dari pengenalan merek inilah, asosiasi- asosiasi terhadap merek kemudian dilekatkan. Pengenalan merek juga menimbulkan rasa akrab dan kesukaan. Merek yang terkenal dianggap lebih dapat memberi jaminan daripada merek yang tidak terkenal. Merek yang dikenal juga memperoleh keuntungan karena ikut masuk menjadi salah satu alternatif dalam pemilihan merek. Dalam keputusan pembelian biasanya konsumen terlebih dahulu mencari informasi.

restaurant. This is also intended to determine the influence of brand equity towards consumer purchase intention at Yogya Chicken restaurant.during the research, we used primary data to collect data from 96 consumers through questionnaire. The sampling technique used the purposive sampling technique which its sample is the whole costumer who have frequently bought the product of Yogya Chicken. Each sample is supposed to have made a transaction at least once at Yogya Chicken restaurant.the analysis of the data is using a descriptive-quantitative approach in which each variable is measured with likert scale and all the calculation we made in this research is using SPSS 17 including descriptive analysis and regression analysis. The result of the research simply showed that brand awareness, perceived quality, brand association and brand loyalty has a significant influence towards purchase intention simultaneously at Yogya Chicken restaurant. Each of them has a significant and positive result toward purchase intention partially. Therefore, a further finding indicate that chi square (r2) showed independent variables could explain purchase intention as much as 42,4 % , while in the other hand 57,6 % is explained by another independent variables outside this research.

The brand awareness is a basic dimension in brand equity. One brand does not have any equity unless the consumers are awareness of the existence of the brand itself. The brand awareness of one product in the costumers’ mind is really important to notice and organize. Because of the importance of organizing brand awareness of one product, the objective of this research is to measure the brand awareness of the consumers’ of note book towards note book in Zyrex brand. The population in this research is the users of note book in Yogyakarta. The numbers of sample in this research are 100 people. The research uses convenience sampling that is the sampling method based on the easy and accessible selection of population members in getting information. Meanwhile, the sample in this research is those who use note book. The measurement of brand awareness is started by the questionnaire data tabulation; continued by the questionnaire data classification about top of mind, brand recall, brand recognition, and unaware of brand then continued by the percentage accounting. Based on the test done and the numbers of users, most of respondents use notebook of Acer brand. Whereas based on the level of awareness, for top of mind, many respondents remember the Acer brand firstly. Based on the brand recall, many respondents remember Compaq as the second brand of notebook they are able to remember. In addition, for the brand recognition, it shows that there are some respondents need to remind about the notebook brand of Zyrex.

arguments they said that Brand awareness is ability of customer to recognize or remember that a brand is a part of certain product. Brand has equity if consumer recognize and remember a brand in one product category better than other products. Creating Brand awareness makes the consumer understand the product category. According to Soehadi (2005:27) the successfull of building Brand awareness is depends on how well the customers understand that brand designed to fulfill their needs. This research support with Ariyan (2013) that Brand Awareness has significant positive relationship on purchase decision. This result is really reasonable, because the most customer before purchase and consume the product must aware first that product.

Jadi, dengan menciptakan brand awareness dan image positif dalam benak konsumen, maka kita akan mampu mengedukasi konsumen sehingga dapat mempengaruhi perilaku mereka dan menciptakan berbagai macam customer- based brand equity. Dalam beberapa kasus, brand awareness saja tidaklah cukup untuk mendapatkan respons positif konsumen (misalnya dalam pengambilan keputusan, biasanya konsumen hanya akan memilih produk-produk yang sudah familiar saja bagi mereka).

Istilah “merek” sebenarnya memiliki banyak interpretasi dan tidaklah mudah membedakannya dengan “produk” dan “market offering”. Profesor brand marketing dari University of Birmingham, Leslie de Chernatony dalam Tjiptono (2005) mengidentifikasi setidaknya ada 14 interpretasi terhadap merek, yang dikelompokkan dalam tiga kategori: interpretasi berbasis input (branding dipandang sebagai cara para manajer mengalokasikan sumberdayanya dalam rangka meyakinkan konsumen), interpretasi berbasis output (interpretasi dan pertimbangan konsumen terhadap kemampuan merek memberikan nilai tambah bagi mereka), dan interpretasi berbasis waktu (menekankan branding sebagai proses yang berlangsung terus menerus). Ketiga kategori tersebut kemudian dijabarkan menjadi 14 macam interpretasi, yaitu merek sebagai logo, instrumen hukum, perusahaan, shortland, risk reducer, positioning, kepribadian, serangkaian nilai, visi, penambah nilai, identitas, citra, relasi, dan evolving entity. Interpretasi tersebut tidak harus bersifat mutually exclusive, karena sesungguhnya merek merupakan perpaduan dari beraneka macam interpretasi. Dengan demikian dimungkinkan adanya kombinasi dari berbagai macam interpretasi.