THE PROMOTION EFFECTS ON INCREASING AXIOO BRAND AWARENESS (THE STUDY OF UNIVERSITAS LAMPUNG ECONOMICS FACULTY BACHELOR DEGREE STUDENT)

., SUHANDI S (2011) THE PROMOTION EFFECTS ON INCREASING AXIOO BRAND AWARENESS (THE STUDY OF UNIVERSITAS LAMPUNG ECONOMICS FACULTY BACHELOR DEGREE STUDENT). Fakultas Ekonomi, Universitas Lampung.

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Abstrak

Axioo which is one of notebook brands that has been known since 2004, is developed jointly by Axioo Corporation and lntel Indonesia. In Indonesia Axioo products are distributed by PT. Tera Indonusa Data since 2005, which continually concern and maintain attention to increase the brand awareness of Axioo. The problem and challenge which is faced by PT.Tera Data Indonusa in increasing brand awareness of Axioo is its currently low brand awareness (4.00%) compared to other competitors, so the problem which is formulated in this study is: whether the promotion have the effects in Axioo brand awareness? The purpose of this paper is to investigate the effect of mix promotion strategies in increasing the Axioo brand awareness. Hypothesis proposed in this research is whether the promotion have positive effects on increasing Axioo brand awareness. This study uses primary and secondary data. The primary data is obtained directly from the company including a brief company history, organizational structure, product and price data, and questionnaires distributed to 91 undergraduate students of Universitas Lampung Economics Faculty who attend regular class in 2007-2009, and secondary data is obtained from the research literatures by studying the marketing literatures. In this study, the analysis tools which are used are the qualitative analysis and quantitative analysis. Qualitative analysis is performed by analyzing the problems based on some theory of marketing management especially about the effects of promotion on brand awareness, and is associated with the data from the questionnaire. Suhandi S The quantitative analysis is performed by using linear regression formula. Based on the calculation results, we obtain the value of Sig.F is 21,917 > 2,709 and the value of R square is 0.430. The value of influences on brand awareness promotion is 0.430 or 43.0%. This number means 43.0% of promotions have effects on brand awareness, while the remainings are influenced by other variables outside of this research. The regression equation is y=11.735 + 1.101x1 + 0.457x2 + 0.296x3. The conclusion is the promotion have positive effects on Axioo brand awareness. When distributing the questionnaires we get the results for advertisement factor, the highest percentage main cause of this less awareness of promotion is due to the less precise media promotion usage (56.04%). The interest value in the Axioo promotion than other brands is 40.66%. The enthusiasm of many of the events held by Axioo is 54.94%. The aggressive publications for introducing the products is 54.95%. And the ability in communicating the products to customer is 63.73%. Whereas the highest of respondents who feel less aware of the brand is caused by the first brand in mind is 95.6% and the Axioo strong brand image which make them consider the notebook as Axioo is 84.61%. Based on these results, suggestions which we can give is PT.Tera Data Indonusa Bandar Lampung Branch should take advantages of other promotional medias such as installation of banners and billboards in crowded public places, maximizing the events which are held, be more aggressive in publication of the product, and improve product communication to consumers so as to increase brand awareness and image of Axioo. Axioo yang merupakan salah satu merek notebook yang sudah dikenal sejak tahun 2004, dikembangkan atas kerjasama lntel Corporation dan Axioo Indonesia. Axioo di Indonesia didistribusikan oleh PT.Tera Data Indonusa sejak tahun 2005 yang terus mempertahankan dan memperhatikan peningkatan kesadaran merek Axioo. Masalah yang dihadapi PT.Tera Data Indousa untuk meningkatkan kesadaran merek Axioo adalah merek Axioo yang masih rendah (4,00%) dibandingkan kompetitor lainnya, sehingga permasalahan yang dirumuskan dalam penelitian ini adalah: apakah promosi akan mempengaruhi peningkatan kesadaran merek Axioo? Tujuan dari penulisan ini adalah untuk mengetahui pengaruh strategi bauran promosi terhadap peningkatan kesadaran merek Axioo. Hipotesis yang diajukan dalam penelitian ini yaitu promosi mempunyai pengaruh yang positif terhadap peningkatan kesadaran merek. Data yang digunakan dalam penelitian ini adalah data primer dan sekunder. Data primer diperoleh langsung dari perusahaan meliputi sejarah singkat perusahaan, struktur organisasi, data produk dan harga, serta kuesioner yang dibagikan kepada 91 orang mahasiswa strata satu reguler Fakultas Ekonomi Universitas Lampung angkatan 2007-2009, dan data sekunder diperoleh dari penelitian pustaka dengan mempelajari literatur-literatur pemasaran. Dalam penelitian ini alat analisis yang digunakan adalah analisis kualitatif dan analisis kuantitatif. Analisis kualitatif dilakukan dengan cara menganalisis permasalahan berdasarkan beberapa teori manajemen pemasaran khususnya mengenai pengaruh promosi terhadap kessadaran merek, dan dikaitkan dengan data dari hasil penyebaran kuesioner. Analisis kuantitatif dilakukan dengan menggunakan rumus regresi linier berganda. Berdasarkan hasil perhitungan diperoleh angka Sig.F hitung sebesar 21,917 > 2,709 dan nilai R square sebesar 0,430. Besarnya pengaruh promosi terhadap kesadaran merek sebesar 0.430 atau 43.0% angka tersebut mempunyai arti bahwa sebesar 43.0% promosi mempunyai pengaruh terhadap kesadaran merek sedangkan sisanya dipengaruhi variabel diluar penelitian ini. Hasil persamaan regresi linier berganda sebagai berikut Y=11.735+1.101X1+0.457X2+0.296X3. Maka dapat dikatakan bahwa promosi berpengaruh positif terhadap kesadaran merek Axioo. Hasil penyebaran kuesioner kepada mahasiswa untuk faktor periklanan bahwa presentase tertinggi yang digolongkan merasa kurang sadar terhadap promosi Axioo disebabkan penggunaan media promosi kurang tepat (56.04%), ketertarikan promosi Axioo dibandingkan merek lain (40.66%), antusiasme orang banyak terhadap event yang digelar oleh Axioo (54.94%), publikasi yang gencar terhadap pengenalan produk (54.95%), dan kemampuan promosi dalam mengkomunikasikan produk kepada konsumen (63.73%). Sedangkan responden tertinggi yang merasa kurang sadar terhadap merek disebabkan oleh merek yang pertama kali diingat (95.6%) dan kuatnya citra merek Axioo sehingga menganggap seolah notebook adalah Axioo (84.61%). Berdasarkan hasil tersebut, saran yang dapat diberikan adalah PT.Tera Data Indonusa cabang Bandar Lampung harus memanfaatkan media promosi lainnya seperti pemasangan umbul-umbul dan papan iklan ditempat keramaian, memaksimalkan event-event yang digelar, lebih gencar dalam publikasi pengenalan produk dan meningkatkan komunikasi produk kepada konsumen sehingga dapat meningkatkan kesadaran merek dan citra Axioo.

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HB Economic Theory
Program Studi: Fakultas Ekonomi dan Bisnis > Prodi Manajemen
Depositing User: A.Md Cahya Anima Putra .
Date Deposited: 08 Jan 2014 05:13
Last Modified: 08 Jan 2014 05:13
URI: http://digilib.unila.ac.id/id/eprint/66

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