Analisis Pengaruh Strategi Pemosisian Merek Dan Strategi Komunikasi Merek Terhadap Kesadaran Merek “Studi Kasus Merek Teh Botol Sosro Pada Mahasiswa Sekolah Tinggi Ilmu Ekonomi Kesatuan Bogor”
| Main Authors: | Sulistiono, Sulistiono; STIE Kesatuan, Puspasari, Yulia; STIE Kesatuan |
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| Format: | Article application/pdf eJournal |
| Bahasa: | in |
| Terbitan: |
STIE Kesatuan
, 2017
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| Subjects: | |
| Online Access: |
http://jurnal.stiekesatuan.ac.id/index.php/jimk/article/view/563 http://jurnal.stiekesatuan.ac.id/index.php/jimk/article/downloadSuppFile/563/1952 |
Daftar Isi:
- Nowadays, competition in business is tight, where the condition cause companies compete to win the competition in fulfilling the needs and desires of consumers. Such rapid competition can intrigue marketers positioning constantly develop products to capture market share. In doing so, companies are required to always develop effective marketing strateg. One of the strategies used is brand positioning, simply because a powerful brand will differentiate the company and the products from its competitors. Other than that, brand communication strategy is used to communicate certain products to customers and leave the brand’s mark in the customers’mind. This study aims to determine the effect of Brand Positioning Strategy and Brand Communication Strategy To Brand Awareness of Teh Botol Sosro. This research is using the survey approach, and data are collected using questionnaires to 100 college students of STIE Kesatuan Bogor. The result of the research shows the influence of brand positioning strategy to brand awareness is 0,610 and give a contribution 61% to brand awareness, and the influence of brand communication strategy to brand awareness is 0,645 and give a contribution 64,5%. The influence between brand communication strategy to brand awareness has been known by multiple correlation regression coefficient brand positioning strategy (X1 = 0,386) and the regression coefficient of the brand communication strategy (X2 = 0,571) and contributed 50,3%. Analysis of the correlation coefficient to the brand awareness variable is 0,710, indicates a strong correlation between the independent variables.