ANALISIS BRAND AWARENESS PRODUK KREDIT PEMILIKAN RUMAH (KPR) BTN PT. BANK TABUNGAN NEGARA (PERSERO) SURAKARTA

WIJANARKO, YOGA WAHYU (2016) ANALISIS BRAND AWARENESS PRODUK KREDIT PEMILIKAN RUMAH (KPR) BTN PT. BANK TABUNGAN NEGARA (PERSERO) SURAKARTA. Other thesis, Universitas Sebelas Maret.

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    Abstract

    3 ABSTRACT ANALYSIS BRAND AWARENESS CREDIT HOME OWNERSHIP (KPR) BTN PT. BANK TABUNGAN NEGARA (PERSERO) SURAKARTA YOGA WAHYU WIJANARKO F3513079 The purpose of this study was to determine the level of brand awareness of consumers on the mortgage Bank Tabungan Negara (BTN) as measured by a top of mind, brand recall, brand recognition, and unaware of the brand. This study used a survey method. The population in this study is the community solo. Sempel amount used by 100 respondents in districts 5 districts namely Laweyan, Serengan, Pasar Kliwon, Jebres, Banjarsari. The sampling technique in this research is nonprobability sampling method sampling convience. Source data used are primary data source by using a questionnaire. Analysis of the data in this research is descriptive in the form of frequencies and percentages related to brand awareness. The results of this study show that mortgages the Bank Tabungan Negara (BTN) on the analysis of the top of mind was ranked first by 41%. In the analysis of brand recall occupied by Mortgage Bank BRI with a percentage of 32%. In the analysis of brand recognition as much as 21% of respondents are new to the mortgage Bank Tabungan Negara (BTN) after filling out the questionnaire. In the analysis unaware of the brand as much as 17% of respondents did not know at all mortgage Bank Tabungan Negara (BTN). Based on the results of these conclusions, the authors provide suggestions for companies namely PT. Bank Tabungan Negara (Persero) Surakarta should maintain its position at the top of mind and constantly improve the quality of service, because people have a lot to find out solo KPR BTN product as one of the banks that provide the best mortgage products and famous. It makes pride for the Bank BTN. Keywords: brand awareness, mortgage loans, bank, top of mind.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi
    Fakultas Ekonomi > D3 - Manajemen Bisnis
    Depositing User: Cantya Dyana Larasati
    Date Deposited: 05 Dec 2016 15:02
    Last Modified: 05 Dec 2016 15:02
    URI: https://eprints.uns.ac.id/id/eprint/30870

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