TA DIGITAL
Survai persepsi atas citra Yamaha Vega ZR (studi kasus pada pt Harpindo Jaya cabang MH Thamrin Semarang)
Positioning is absolutely needed for a product to win the competition. The positioning could be built by creating a good image so that the market target has the good perception of the product. PT Yamaha Motor Kencana Indonesia together with PT Harpindo Jaya Branch MH Thamrin Semarang as Yamaha motorcycle dealer realize that the good image of Yamaha Vega ZR motorcycle is very important. The effort to build good image of Yamaha Vega ZR is done by making 9 advertisements with different taglines for each advertisement. The 9 taglines as variables in this research are ‘Vega ZR Semakin Sempurna’, ‘Vega ZR Semakin Berisi’, ‘Vega ZR Semakin Keren’, ‘Vega ZR Semakin Menguntungkan’, ‘Vega ZR Semakin Tangguh’, ‘Vega ZR Semakin Membanggakan’, ‘Vega ZR Semakin Lincah’, ‘Vega ZR Semakin Meyakinkan’ and ‘Vega ZR Semakin Heboh’.
The aim of this research was to find out the customer’s perception of Yamaha Vega ZR motorcycle based on the 9 taglines.
The writing method of this final report was descriptive analysis. The method of data collection were questionnaire and literature study. Test Q Cochran was used to analyze the data with 50 respondents for the samples.
The result of this research shows that tagline ‘Vega ZR Semakin Berisi’ and ‘Vega ZR Semakin Sempurna’ is the most powerful perception from the customer’s point of view.
Based on the result of this research it is suggested that the company should concentrate on the advertisements with tagline ‘Vega ZR Semakin Berisi’ and ‘Vega ZR Semakin Sempurna’.
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