TA DIGITAL
Analisis ekuitas merek POLINES" (studi kasus pada siswa-siswi SMA/SMK kelas XII di kota Semarang)
A product which has powerful brand equity could build a strong base of its trade mark, so that it can develope the existance of its trade mark in the competition to get new costumers. This research has been carried out to analyze brand equity education service of POLINES based on brand equity variable, thas is brand awareness, brand association and perceived quality.
The research population was the students of 12nd degree in Senior High School or Senior Vocational High School in Semarang. This research was done using population which was taken as a sample by Convenience Sampling method. The data were collected by distributing questionnaire. The brand awareness and perceive quality were analyzed by combinating presentation and modus value and frequency table. Then the brand association was analyzed by Q Cochran test.
It was found that POLINES's brand awareness was good, but not the priority for students. Besides that, there were only three of ten brand associations which were included in the criteria as a respondents' answers. There were waiting periode to obtain a job more quickly, interesting with the status of the state and POLINES is vocational education. There are four qualities of POLINES indicating that the good quality impression. It was according to the most (greater than 50% of respondents) students of 12nd grade of Senior High School or Senior Vocational High School in Semarang, i.e. the interaction of learning process was more intensive, the education controlled certainty, the opportunity to get scholarship was high, and implementation of a strict discipline lecture was useful in the actual work environment.
Therefore, it was suggested to strengthen the brand equity, marketing campaign, special event and improve appropriate marketing strategy.
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