ANALISIS BRAND AWARENESSHARIAN UMUM SUARA MERDEKA DI SURAKARTA (StudiKasus pada Konsumen Harian Umum di Surakarta)

MEGASARI, RITA (2009) ANALISIS BRAND AWARENESSHARIAN UMUM SUARA MERDEKA DI SURAKARTA (StudiKasus pada Konsumen Harian Umum di Surakarta). Other thesis, Universitas Sebelas Maret.

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    Abstract

    BRAND AWARENESS ANALYSIS OF GENERAL DAILY NEWSPAPERS Of SUARA MERDEKA. IN SURAKARTA (Case Study on General Daily Newspaper in Surakarta) The goal of this purpose is to know if the Brand of general daily newspaper of Suara Merdeka has become top of mind among another general daily newspapers which exist in Solo and to know the way to measure brand awareness which is based on its level like : top of mind, brand recall, brand recognition, and unaware of brand. The population in this research is the readers of general daily which reside in Solo that is done in with survey method. The amount of the sample which is studied in this research is 100 respondents. For determining sample in this research, it is used non probability sampling with convenience sampling. Primary and secondary data are used for source of data. This research use data collecting technique with questioner which is adopted from a book with title Strategy to conquer market authorized by Durianto and friends. The analysis of the research discussion is descriptive which is in form of frequency, percentage and table related to brand awareness. Based on the result of the research, it showed that the brand of general daily newspapers Solopos posted top of mind position in Solo City, because it had gained the highest percentage in analyzing top of mind , that is 55 %. While the brand of general daily newspapers of Suara Merdeka posted in brand recall in Solo, because it had gained the greatest percentage in brand recall analysis, that is 30 %.Except that the brand of daily newspapers of Suara Merdeka. Interpretation which can be demonstrated by author for increasing brand awareness is that Suara Merdeka daily newspaper should remain in its position as brand recall , because the desire to reach brand recall in Solo have been achieved, whereas Solo constitutes the two biggest market except Semarang. Except that the author gives also suggestion to the research that will come, in order to be able to eliminate limitations in this research, for example with increasing the amount of respondents and enlarge the area of the research.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HG Finance
    Divisions: Fakultas Ekonomi
    Fakultas Ekonomi > D3 - Manajemen Pemasaran
    Depositing User: Vignasari Kokasih
    Date Deposited: 12 Jul 2013 01:03
    Last Modified: 12 Jul 2013 01:03
    URI: https://eprints.uns.ac.id/id/eprint/2431

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