Firdaus, Andy (0652076) (2012) Pengaruh Persepsi Masyarakat Kota Bandung pada Iklan Honda Vario Techno terhadap Brand Awareness. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
In recent years Indonesia's automotive industry is experiencing a significant increase and make changes - changes very fast, so many automotive companies to innovate - innovation of existing products on the market to meet the needs of our consumers are very sensitive to the existing innovation. Nowadays consumers are very selective in determining the model and the quality of the product to be bought at any consumers who sometimes are not too concerned with price but they more concerned with the quality and the product model, so now the company should be able to meet the demands of consumers and to convey information from the product produced should be more clear and more interesting, so that information on to consumers more bermakan and embedded in the minds of consumers. The company will release more models and motifs from earlier products so the company can expand its market and compete with similar products on the market today. Therefore the company in order to survive and compete in existing markets entrepreneurs need to learn strategies - strategies marketing communication mix, which includes: advertising, direct marketing, events and experience, public relations, personal selling, sales promotion. Statistical data obtained from the resulting regression equation can be seen in the table above, where the constant value of 43 882 and bx value for 0295. Therefore the form of the regression equation is Y = 43 882 + 0295 X, which means that any increase in the value of the variable X1 that auditor independence would increase variable Y is the performance time for 0295. great influence people's perceptions affect brand awareness can be seen in the table above for the value of R Square of 0166. That is Brand Awareness for 0166 or 16.6% influenced by public perception factors, while the remaining balance of 83.4% influenced by other factors is not examined. So these results reject H0 (null hypothesis) and accept Ha (alternative hypothesis), because ρ ≤ α value (0.05) or 0000 ≤ α (0.05). Thus, it can be concluded that the public perception of the city of Bandung on advertising Honda Vario Techno significantly influence brand awareness.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | advertising, direct marketing, events and ecperience, public relations, personal selling, sales promotion. Brand Awareness |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 31 Jul 2015 09:14 |
| Last Modified: | 19 Jan 2016 06:19 |
| URI: | http://repository.maranatha.edu/id/eprint/14266 |
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