scholarly journals Analisis Strategi Brand Awareness (Top Of Mind, Brand Recall, Brand Recognition, Unaware Of Brand) Sepeda Motor Piaggio Vespa Di Jakarta

2019 ◽  
Vol 15 (1) ◽  
pp. 113-134
Keyword(s):  
Brand Awareness ◽  
Important Thing ◽  
Brand Recall ◽  
Brand Recognition

One of the most important thing of transportation is a motorcycle which is able to comply the level of people needs, because using a motorcycle can support various kinds of people activities to become more practical, economical and easy to drive.This research was intend to analyze the strategy of brand awareness Piaggio Vespa motorcycle in Jakarta, through elements Top of Mind, Brand Recall, Brand Recognition dan Unaware of Brand. The result of this study indicate that strategy of Brand Awareness Piaggio Vespa has been Top Of Mind which has made Piaggio Vespa the first scooter motorcycle to be caught by all respondents. Strategy of Brand Awareness Piaggio Vespa with Brand Recall approach, respondents stated that Piaggio Vespa is a type of scooter that is often heard whwn meeting friends or family. Meanwhile strategy of Brand Awareness Piaggio with Brand Recognition approach, respondents stated that Piaggio Vespa is a type of scooter that has good quality, proven technology and affordable price. Piaggio Vespa is not included by Unaware of Brand category.

Does Brand Awareness Impact Purchase Decision: A Case of Organic Grocery

2018 ◽  
Vol 6 (7) ◽  
pp. 45
Author(s):  
Gunjan Gumber ◽  
Jyoti Rana
Keyword(s):  
Organic Food ◽  
Brand Awareness ◽  
National Capital Region ◽  
Promising Alternative ◽  
Brand Recall ◽  
Brand Building ◽  
Brand Recognition ◽  
National Capital ◽  
High Level ◽  
Structured Questionnaire

In India, the concept of organic food is gaining widespread acceptability. Consumers are becoming more conscious about their health and are looking for food that serves as a promising alternative. Corporates, NGOs, Spiritual leaders and Government are also promoting this food, as it is free from irradiation, chemicals and artificial additives. A number of organic food brands are available in the market. The main objective of this study is to find out the level of brand awareness and its influence on purchase of organic grocery. The data was collected from 150 organic consumers in National Capital Region (Delhi, Gurgaon, Faridabad and Noida) through a structured questionnaire. Questions related to brand recall, brand recognition and purchase of organic grocery were asked. It was found that in general, there is a low level of brand awareness among consumers, and those who have high level of awareness; they consume organic grocery more often. The study will help corporates to make effective communication and brand-building strategies.

scholarly journals SOCIAL MEDIA MARKETING SEBAGAI SARANA PENGEMBANGAN KEWIRAUSAHAAN BERBASIS SOCIO-TECHNOPRENEURSHIP DI UNIVERSITAS ISLAM RIAU

2020 ◽  
Vol 3 (2) ◽  
pp. 177-193
Author(s):  
Benni Handayani ◽  
Fatmawati Moekahar ◽  
Yudi Daherman ◽  
Mufti Hasan Alfani
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Brand Recall ◽  
Brand Recognition

Bisnis kreatif dalam beberapa dekade terakhir mengalami perkembangan ditopang dengan kemutakhiran teknologi. Fenomena ini kemudian dikomodifikasi menggunakan pendekatan sosial. Model di atas dikenal dengan istilah Socio-technopreneurship. Penelitian ini membahas mengenai social media marketing sebagai media pemasaran dan media sosial dengan memanfaatkan teknologi dalam membangun brand awareness ke-5 jenis usaha diantaranya unaware of brand, brand recognition, brand recall, dan top of mind, mendukung selebgram, penelitian ini berpusat di business center kantin terapung Universitas Islam Riau yang mengakomodasi berbagai wirausaha muda baik mahasiswa maupun alumni dengan bentuk bisnis di bidang apapun baik barang maupun jasa. Penelitian ini menggunakan pendekatan kualitatif deskriptif, pengumpulan data melalui observasi, wawancara, dan dokumentasi. Kesimpulan didapatkan bahwa kompetensi pengelolaan media sosial khususnya instagram yang digunakan oleh para informan untuk media bisnis cenderung masih konvensional, padahal trend terbaru dalam dunia bisnis online sudah semakin dinamis dan variatif. Pengembangan Socio-technopreneurship pada akhirnya menjadi sebuah metode yang signifikan sebagai upaya untuk meningkatkan kompetensi di atas.

scholarly journals Sponsorship recall and recognition: The case of the 2007 Cricket World Cup

2008 ◽  
Vol 39 (2) ◽  
pp. 1-8 ◽  
Author(s):  
C. Boshoff ◽  
C. Gerber
Keyword(s):  
Experimental Study ◽  
Product Category ◽  
Brand Awareness ◽  
Test Design ◽  
World Cup ◽  
Convenience Sample ◽  
Brand Recall ◽  
Brand Recognition ◽  
Post Test ◽  
Quasi Experimental

Millions of rands are spent on sponsorship in general every year, and on sports sponsorships in particular. Yet little is known about the effectiveness of this expenditure. In addition, sponsors are often not sure whether only their brands benefit from a sponsorship or whether competing brands in the same product category also benefit from their efforts.In this study an attempt is made to clarify these considerations by comparing both the brand recall and the brand recognition of companies (and brands) who sponsored the 2007 Cricket World Cup. To determine whether brand recall and brand recognition increased during a sponsorship campaign, a quasi-experimental study was conducted by means of a one-group pre-test-post-test design. The data were collected using a convenience sample of 131 undergraduate students.The results seem to suggest that both the brand recall and the brand recognition levels of the sponsors increased significantly (α = 0,05), but that neither the brand recall nor the brand recognition levels of non-sponsor brands increased. The results therefore show that sponsorship does in fact increase brand awareness, by significantly increasing unaided brand recall, as well as increasing brand recognition and that non-sponsoring companies and brands do not benefit indirectly from their competitors’ sponsorships in terms of brand recall and brand recognition.

scholarly journals The Use of Digital Marketing Communication Media as a Tool to Achieve Brand Awareness of Kitchenindo Products

2019 ◽  
Vol 3 (1) ◽  
pp. 59
Author(s):  
Ahmad Vinza Riskyawan ◽  
Rizka Miladiah Ervianty
Keyword(s):  
Social Media ◽  
Simple Random Sampling ◽  
Internet Technology ◽  
Digital Marketing ◽  
Communication Media ◽  
Brand Awareness ◽  
Measurement Scale ◽  
Marketing Communication ◽  
Brand Recall ◽  
Brand Recognition

There are various ways to use the internet technology for marketers. One of them is the use of social media as a means for marketers to inform or sell products or services for customers' online market share. Social media is a new marketing tool that makes it possible to know customers and prospective customers in ways that were previously impossible (Clayman, 2017). The subjects of this study were the people of Surabaya, who were selected by simple random sampling. This study uses a Likert scale as a measurement scale, which consists of four answer choices. This was used to accommodate differences in respondents' answers between categories of respondents. Data collection was carried out through a questionnaire containing several questions which were then recorded, calculated on average per dimension, and analyzed descriptively. The questionnaire in this study employed to measure the effectiveness of advertising is based on EPIC theory (Empathy, Persuation, Impact, and Communication - EPIC), and to measure brand awareness is based on the brand awareness of the pyramid theory (top of mid, brand recall, brand recognition, and unaware of the brand) by David Aaker quoted in Durianto (2004). All respondents knew the Kitchenindo brand with the help of content or advertisements through the Kitchenindo Instagram account and respondents rated Kitchenindo's ads or content on Instagram as effective. Thus, the use of digital marketing communication media can be used as a tool to achieve the awareness of the Kitchenindo brand, although this research only reached the brand recognition stage and has not reached the level of brand recall and even top of mind. This turned out to have an impact on the number of product sales figures that did not significantly give benefit to the company. 

scholarly journals PENGARUH TAGLINE #RATATANPAKAWAT TERHADAP BRAND AWARENESS RATA

2021 ◽  
Vol 11 (1) ◽  
pp. 50
Author(s):  
Yulia Rahel Brenauli Kaban
Keyword(s):  
Brand Awareness ◽  
Purposive Sampling ◽  
Brand Recall ◽  
Brand Recognition

Kehadiran tagline memiliki peran yang penting bagi suatu brand. Tagline dapat digunakan untuk membantu mengkomunikasikan titik pembeda brand dari para pesaing. Dengan adanya tagline, maka produk atau jasa yang ditawarkan sebuah brand akan mudah diingat oleh khalayak sehingga terbentuk kesadaran merek. PT. Rupa Aestetika Teknologi Aktual (RATA) sebagai perusahaan rintisan memanfaatkan hal tersebut sebagai langkah awal untuk menumbuhkan kesadaran merek Rata di benak khalayak dengan mengusung #RataTanpaKawat sebagai tagline brand. Penelitian ini memiliki tujuan untuk mengetahui seberapa besar pengaruh dari tagline #RataTanpaKawat yang terdiri atas sub variabel familiarity, differentiation dan message of value terhadap brand awareness Rata yang terdiri atas sub variabel brand recognition, brand recall dan top of mind. Metode penelitian yang digunakan adalah kuantitatif dengan jenis penelitian hubungan kausal. Data diperoleh melalui penyebaran kuesioner secara online kepada 385 pengguna aktif Instagram di Indonesia yang berusia 14 tahun ke atas. Teknik penentuan sampel yang digunakan adalah nonprobability sampling dengan jenis purposive sampling. Peneliti menggunakan analisis regresi linear sederhana dalam proses analisis data yang dilakukan dengan memanfaatkan aplikasi IBM SPSS versi 25. Berdasarkan hasil analisis data yang dilakukan, maka tagline #RataTanpaKawat berpengaruh sebesar 54,9% terhadap brand awareness Rata sementara sisanya sebesar 45,1% dipengaruhi oleh faktor lain di luar penelitian. Kata kunci: tagline, Rata, brand awareness

scholarly journals PERAN KOMUNITAS ONLINE ‘SUARA DISKO’ DALAM MEMBANGUN BRAND AWARENESS MUSIK TAHUN 80AN MELALUI INSTAGRAM THE ROLE OF ONLINE COMMUNITY ‘SUARA DISKO’ IN BUILD A BRAND AWARENESS THROUGH 80’S MUSIC INSTAGRAM

2018 ◽  
Vol 12 (2) ◽  
pp. 171-184
Author(s):  
Annisa Pramitasari ◽  
Dini Salmiyah Fithrah Ali
Keyword(s):  
Social Media ◽  
Young People ◽  
Case Studies ◽  
Online Community ◽  
Qualitative Method ◽  
Brand Awareness ◽  
Brand Recall ◽  
Brand Recognition ◽  
Four Levels

The development of the community is currently getting forward and more of young people who have an interest in a thing that is similar and  they began to build a community. Suara Disko. is a community that has a  purpose to popularize  the  80s music. With the evolve  of social media makes Suara Disko ha s  a media as Instagram to introduce their communities online. The purpose of this research is to find out how the role of online communities ‘Suara Disko ‘ in built a  Brand Awareness through 80s music Instagram.  This research using the qualitative method with approach case studies with indicator consists of four levels of Brand Awareness by Durianto that are Brand Recognition, Brand Unaware, Brand Recall, and Top Of Mind. Results of the study mentioned that the role of the community Suara Disko in built a Brand Awareness is by establishing the identity, provide the education, interaction with the followers, and become catchy by followers when considering which popularized back 80s music. Then to achieve the purpose of Suara Disko to popularize 80s music, Suara Disko is using Instagram to deliver activities in the form of visual and message.  Keywords – Brand Awareness, Community, Instagram, Role, Suara Disko

scholarly journals Strategi Komunikasi Pemasaran Produk Kopi Kawa Daun Tanah Datar dalam Membangun Brand Awareness

2021 ◽  
Vol 2 (1) ◽  
Author(s):  
Engga Probi Endri ◽  
Kurniawan Prasetyo
Keyword(s):  
Brand Awareness ◽  
Purposive Sampling ◽  
Brand Recall ◽  
Brand Recognition

Kawa daun telah dikenal masyarakat Minangkabau yang syarat akan nilai budaya dan nilai historisnya. Hadirnya industri kreatif, Kopi Kawa Daun sebagai produk Tanah Datar, Sumatera Barat. Selain mencari market yang luas, branding produk menjadi penting untuk pencapaian jangka panjang brand. Desain, pesan, promosi serta komunikasi brand Kopi Kawa Daun, dirancang sedemikian rupa sehingga mencirikan nilai historis dan identik dengan budaya Minangkabau. Komunikasi pemasaran itu sendiri merupakan proses penyampaian pesan dengan cara bujukan atau ajakan untuk menawarkan sebuah produk baik barang atau jasa. Dalam menjalankan strategi pemasaran guna mendapatkan perhatian dan juga kepercayaan konsumen terhadap suatu merek, perusahaan memerlukan media atau saluran yang dapat dijadikan sebagai perantara dalam proses komunikasi antara perusahaan dengan konsumen. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis strategi komunikasi pemasaran produk kopi kawa daun Tanah Datar dalam menciptakan brand awareness. Penelitian ini menggunakan metode penelitian yang digunakan adalah kualitatif, dalam pengumpulan data menggunakan wawancara mendalam, observasi dan dokumentasi. Informan dipilih dengan menggunakan teknik purposive sampling. Sementara untuk melihat keabsahan data penelitian ini menggunakan triangulasi sumber.Berdasarkan hasil penelitian diketahui bahwa Komunikasi Pemasaran Kopi Kawa Daun untuk membangun brand awareness konsumen terhadap produk. Brand awareness publik dikategorikan berdasarkan pengalaman publik yaitu pada tahap brand recall dan brand recognition dan berdasarkan brand produk yaitu pada tahap top of mind.

scholarly journals Pengaruh Iklan Web Series SPace # "Kenapa Belum Nikah?" Terhadap Brand Awareness JD.ID

2019 ◽  
Vol 12 (1) ◽  
pp. 141
Author(s):  
Yaasmiin Larasati Dewi
Keyword(s):  
Random Sampling ◽  
Simple Random Sampling ◽  
Brand Awareness ◽  
Probability Sampling ◽  
Brand Recall ◽  
Web Series ◽  
Brand Recognition ◽  
Series Space

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh iklan web series Space #  “Kenapa Belum Nikah?” terhadap brand awareness JD.ID. Penelitian ini menggunakan variabel independent yaitu iklan web series, dengan dimensi multimedia, pictures, dan content. Dan variabel dependent yaitu brand awareness, dengan dimensi unaware of brand, brand recognition, brand recall, dan top of mind. Penelitian ini menggunakan metode kuantitatif, dengan teknik analisis data deksriptif, uji normalitas, uji regresi linier sederhana, koefisien determinasi, dan uji hipotesis. Teknik sampling yang digunakan dalam penelitian ini adalah Probability Sampling, yaitu Simple Random Sampling, dan menggunakan rumus unknown populations, dengan jumlah 100 responden. Hasil uji hipotesis menunjukan bahwa iklan web series Space # “Kenapa Belum Nikah?” memiliki pengaruh yang positif terhadap brand awareness JD.ID, hal tersebut dibuktikan dengan t hitung (6.168) > t tabel (1.290), dan hasil koefisien determinasi menunjukan bahwa iklan web series Space # “Kenapa Belum Nikah?” memiliki pengaruh sebesar 27.98% terhadap brand awareness JD.ID. Sehingga dapat disimpulkan bahwa iklan web series tidak bisa berdiri sendiri dalam meningkatkan kesadaran terhadap suatu merek, tetapi membutuhkan faktor lainnya, seperti slogan dan jingle sebagai elemen pendukungnya.

scholarly journals Analisis Kesadaran Merek dan Kepuasan Pelanggan ( Studi Kasus pada Pengguna Aplikasi Pembayaran Elektronik PT. Visionet Internasional OVO) di Palembang)

2020 ◽  
Vol 1 (1) ◽  
pp. 1-16
Author(s):  
Yuliyana Yuliyana ◽  
Fakhry Zamzam ◽  
Luis Marnisah
Keyword(s):  
Customer Satisfaction ◽  
Qualitative Method ◽  
Swot Analysis ◽  
Brand Awareness ◽  
Brand Recall ◽  
Application Systems ◽  
Brand Recognition ◽  
Swot Matrix ◽  
Research Findings ◽  
And Gender

This research is a qualitative method research, it is conducted to analyze brand awareness and customer satisfaction from one of the FINTECH OVO electronic payment application systems. In analyzing the brand awareness, there are top of mind indicators, brand recall, brand recognition, and unware brand. Meanwhile, to analyze customer satisfaction with 5 indicators namely, tangibles, reliability, responsiveness, assurance and empathy. Those are analyzed by using direct interviews to customers and in analyzing companies, namely PT. International Visionet uses SWOT analysis and SWOT matrix. In this research, there were 100 samples, with the location of the distribution of questionnaires dissemination in several locations of shopping centers, offices and universities in Palembang city. Based on the results of interviews with OVO customers, the results on brand awareness and customer satisfaction were divided into several groups, namely from the grouping of respondents by age, occupation, education address and gender. In the brand awareness variable, 70% of customers were aware of the product in terms of top of mind indicators, 77.25% brand recall, 93% brand recognition and 73.5% unware brand. Meanwhile, for the customer satisfaction variable the results obtained were tangibles 83%, reliability 95.75%, responsiveness 74.5%, assurance 94% and empaty 55%. For the analysis at PT. Visionet International, the results of a SWOT analysis using the SWOT matrix and Cartesian diagrams, the results of the analysis showed that an X axis was 0.8 and a Y axis was 0.7. Therefore, based on the research findings, it showed that the strategy which must be done by the company was to use the company's strength strategy and to take advantage of opportunities that exist in the company.  

PENGARUH BRAND IMAGE TERHADAP LOYALITAS NASABAH DALAM MENGGUNAKAN JASA PERBANKAN PADA PT. BANK SYARIAH MANDIRI CABANG MALANG

El Dinar ◽  
2015 ◽  
Vol 2 (1) ◽  
Author(s):  
Irmayanti Hasan ◽  
Fani Firmansyah
Keyword(s):  
Customer Loyalty ◽  
Brand Image ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Banking Services ◽  
Brand Recall ◽  
Brand Recognition ◽  
Product Image ◽  
Consumer Attention ◽  
The City

<p><em>Abstract</em><em> </em></p> <p><em>Brand awareness</em><em> is the basic dimensions of brand equity. Brand awareness shows two levels of awareness; that is familiar to the brand (brand recognition) and is able to recall the brand (brand recall). Brand image is a type of association that arises in the minds of consumers when considering a particular brand. Brand image (brand image) is one of the components that affect customer loyalty. Competitive companies use brand image to attract consumer attention and loyalty bind. The population in this study is the city of Malang Islamic banking customers. The method of sampling is non-probability sampling technique by purposive sampling. The sampling method aims to obtain samples reprsentatif according to specified criteria. The results of this study are variable brand image consisting of image bank, the customer's image, the image of banking products, simultaneously have a significant effect on customer loyalty in the use of banking services and banking product image variable partial effect. This indicates that the majority of customers choose PT. Bank Syariah Mandiri Branch Malang because the image of banking products from PT. Bank Syariah Mandiri Branch Malang.</em></p> <p><em> </em></p>

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