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.  

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

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.

PERILAKU KONSUMEN VEGETARIAN DI SAMARINDA DAN STRATEGI PENGEMBANGAN

2017 ◽  
Vol 21 (2) ◽  
pp. 49-58
Author(s):  
Willyamto Sutardjo Liu
Keyword(s):  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Swot Analysis ◽  
Home Delivery ◽  
Development Strategies ◽  
Qualitative Approach ◽  
Literature Study ◽  
Good Service ◽  
Internet Media ◽  
Swot Matrix

This study aims to examine consumer behavior, customer satisfaction and development strategies that can support or hinder the development of vegetarian restaurants Fortunate Coffee using SWOT analysis. Research with qualitative approach using an analytical process begins with a browse through all the data available from the following sources using literature study, internet media, interviews, and questionnaires.Findings from this study showed that a vegetarian restaurant Fortunate Coffee has many advantages that can support the development of, among other strategic place and cozy, reasonable prices, good service, taste the food was pretty good, and have the product in Samarinda recently sold in Fortunate Coffee vegetarian restaurant that is Bread Vegan. Through of the findingsstrength, weakness, opportunity, threats, then difomulasikan into the SWOT matrix and eventually found a few strategies, namely strategies SO (strength-opportunity) flavorenhancing its menu. ST Strategy (strength-threats) maintain selling prices to remain stable. WO Strategy (weakness-opportunity) held activities such as seminars vegetarian and exciting events. WT Strategy (Weakness-threats), an improvement in consumer promotions, the need for special training to waiters in service procedures, innovations in the form of home delivery.

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.

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 STRATEGY TO RAISING BRAND AWARENESS USING SOSIAL MEDIA TO THE MILENIALS

2020 ◽  
Vol 4 (2) ◽  
pp. 171
Author(s):  
Putu Sukma Wardani ◽  
I Gede Sanica
Keyword(s):  
Social Media ◽  
Swot Analysis ◽  
Descriptive Analysis ◽  
Marketing Channel ◽  
Growth Strategy ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Target Market ◽  
Swot Matrix ◽  
The Right

Social media as a digital marketing channel is currently utilized as a promotional media for business people especially those who choose the millennial generation segment as their main target market. The growth in the number of social media users today is also seen as an opportunity to build brand awareness through social media. This research aims to find out strategies in building brand awareness with social media marketing on Instagram for millennials. This research focuses on social media marketing that has been applied to the Il's Project brand which is one of the local footwear brands in the city of Denpasar. Using a qualitative approach, with a descriptive analysis of this study collecting data through interviews, observations and documentation which is further analyzed by SWOT analysis techniques comparing internal and external factors to determine the SWOT Matrix and IE Matrix for strategy determination. The results showed, Il's Project social media marketing was in quadrant 1 in the SWOT Matrix, and cell 5 in the IE Matrix. The right strategy is to support an aggressive strategy and growth strategy, namely, market penetration, increased sales and profits and increased marketing effectiveness on social media.

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 Strategies for Developing the MSMEs of Fisheries Processing Industryin Sukabumi, Indonesia

2019 ◽  
Vol 8 (4) ◽  
pp. 11905-11908
Keyword(s):  
Swot Analysis ◽  
External Factor ◽  
Descriptive Analysis ◽  
Matrix Analysis ◽  
Processing Industry ◽  
Existing Problems ◽  
Swot Matrix ◽  
Research Findings ◽  
Factor Evaluation ◽  
Integration Area

The purpose of this research is to develop strategies to enhance the performance of MSMEs in the fisheries processing industry in Sukabumi Regency. The data used in the study were obtained from the result of interviews using questionnaires. This research used descriptive analysis, internal-external matrix analysis, IE matrix analysis, SWOT matrix, and QSPM analysis. The research findings obtained from internal and external factor evaluation using the IFE dan EFE matrix found that the industry has a rating of 2.775 and 3.225. The industry’s position is in quadrant II of the IE matrix, which is in the ‘intensive’ and ‘integration’ area. Based on the results of the SWOT analysis and QSPM analysis, four strategies can be carried out. The strategies obtained are expected to be able to answer all existing problems and be able to develop the fisheries processing industry MSMEs in Sukabumi Regency.

scholarly journals A Study on Awareness of Product Placement in Malaysian Movies

2018 ◽  
Vol 3 (2) ◽  
pp. 103-108
Author(s):  
Mohd Amir Syafiq Mohd Nordin ◽  
◽  
Shahrel Nizar Baharom ◽  
Keyword(s):  
Qualitative Method ◽  
Product Placement ◽  
Local People ◽  
Brand Awareness ◽  
Brand Recall ◽  
Depth Interview

Product placement in movies is a strategy to advertise the products and services. This strategy is generally used in international movies and become a trend for Malaysian movies. However, its effectiveness is still questionable especially for the local people. This research aims to discuss about how far the awareness of Malaysian people towards product placement in local movies for the brand recall. By using the qualitative method, the researcher randomly interviewed five participants through in-depth interview. The result shows that most of the participants are aware about the product placement in Malaysian movies and lead to the viewers' brand recall. Therefore, this will give a great potential for advertisers in Malaysia to use the product placement in movies as one of the key strategies for the brand awareness.

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