Analisis Brand Awareness Telkom University Di Lingkungan Sma Cluster I Kota Bandung 2013

Galuh Safirul Kirom, Indira Rachmawati

Abstract

Abstrak Telkom University merupakan penggabungan dari beberapa institusi yang berada dibawah badan penyelenggara Yayasan Pendidikan Telkom yaitu IT Telkom, IM Telkom, Poltek Telkom dan STISI Telkom di tahun 2013.Analisis kesadaran merek (Brand Awareness) nama Telkom University di lingkungan SMA agar meningkatkan kekuatan nama merek dan pendaftaran calon mahasiswa baru. Demi terciptanya tujuan yang sama yakni menjadi Perguruan Tinggi Internasional yang unggul dan menjadi agen perubahan dalam pembentukan insan cerdas dan kompetitif, serta berperan dalam pembentukan masyarakat yang sejahtera dibutuhkan input mahasiswa yang cerdas dan kompetitif. Hal tersebut sesuai dengan kriteria SMA yang berada di dalam Cluster I. Brand awareness memiliki sub variabel diantaranya yaitu Top of Mind, Brand Recall, Brand Recognition dan Unaware of Brand. Jenis penelitian ini adalah penelitian kuantitatif dengan metode analisis deskripstif. Penelitian ini bertujuan untuk mengetahui persepsi tingkat kesadaran (Brand Awareness) nama Telkom University di siswasiswi lingkungan SMA Cluster I Kota Bandung. Teknik sampel menggunakan Proportionate Stratified Random Sampling dan besarnya sampel yang digunakan dalam penelitian ini adalah 382 responden. Dari hasil penelitian yang telah dilakukan, Brand Awareness Telkom University yang terdiri dari Top of Mind, Brand Recall, Brand Recognition dan Unaware of Brand menunjukkan bahwa kategori Top of Mind adalah Universitas X sebanyak 63% (241 responden). Kategori Brand Recall adalah Universitas Y sebanyak 21% (80 responden), kategori Brand Recognition sebanyak 30% (115 responden) siswa-siswi mengingat Telkom University setelah diberikan bantuan, dan untuk kategori Unaware of Brand masih banyak siswa-siswi di SMA cluster I Kota Bandung tidak mengenal Telkom University sebanyak 28% (107 responden). Kata kunci : Pemasaran, Merek, Brand Awareness, Perguruan Tinggi. Abstract Telkom University is a merger of several institutions under the organizing of Yayasan Pendidikan Telkom previously known as IT Telkom, IM Telkom, Poltek Telkom and STISI Telkom in 2013. That is important to do the analysis of Brand Awareness in the name of Telkom University in Senior High School environment in order to increase the strength of the brand name and the registration of new students. To achieve the same goal of becoming the International College of superior and become agents of change in the formation of intelligent beings and competitive, and role in formation of a prosperous society needs student input intelligent and competitive. This is in appropriate with the criteria of high school who are in Cluster I. Brand awareness has sub-variables of which are Top of Mind, Brand Recall, Brand Recognition and Unaware of Brand. This is a quantitative research and methods of analysis using descriptive analysis. The purpose of this research to find out the perception of Brand Awareness Telkom University in the students of Senior High School Cluster I Bandung City. Sampling Techniques using Proportionate Stratified Random Sampling and The value of sample size used in this research is 382 responden. From the research that has been done, Brand Awareness Telkom University is consists of the Top of Mind, Brand Recall, Brand Recognition and Unaware of Brand shows that Top of Mind category is X University as much as 63% (241 respondents). Brand Recall category is the Y University as much as 21% (80 respondents), Brand Recognition category as much as 30% (115 respondents) students remember Telkom University after being given assistance, and for Unaware of Brand category a lot of students Senior High School Culster I Bandung City do not know Telkom University as much as 28% (107 respondents).

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