?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=THE+PROMOTION+EFFECTS+ON+INCREASING+AXIOO+BRAND+AWARENESS+(THE+STUDY+OF+UNIVERSITAS+LAMPUNG+%0D%0AECONOMICS+FACULTY+BACHELOR+%0D%0ADEGREE+STUDENT)%0D%0A&rft.creator=.%2C+SUHANDI+S&rft.subject=HB+Economic+Theory&rft.description=Axioo+which+is+one+of+notebook+brands+that+has+been+known+since+2004%2C+is+developed+jointly+by+Axioo+Corporation+and+lntel+Indonesia.+In+Indonesia+Axioo+products+are+distributed+by+PT.+Tera+Indonusa+Data+since+2005%2C+which+continually+concern+and+maintain+attention+to+increase+the+brand+awareness+of+Axioo.%0D%0A%0D%0AThe+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%25)+compared+to+other+competitors%2C+so+the+problem+which+is+formulated+in+this+study+is%3A+whether+the+promotion+have+the+effects+in+Axioo+brand+awareness%3F%0D%0A%0D%0AThe+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%2C+organizational+structure%2C+product+and+price+data%2C+and+questionnaires+distributed+to+91+undergraduate+students+of+Universitas+Lampung+Economics+Faculty+who+attend+regular+class+in+2007-2009%2C+and+secondary+data+is+obtained+from+the+research+literatures+by+studying+the+marketing+literatures.%0D%0A%0D%0AIn+this+study%2C+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%2C+and+is+associated+with+the+data+from+the+questionnaire.%0D%0ASuhandi+S%0D%0A%0D%0A%0D%0AThe+quantitative+analysis+is+performed+by+using+linear+regression+formula.+Based+on+the+calculation+results%2C+we+obtain+the+value+of+Sig.F+is+21%2C917+%3E+2%2C709+and+the+value+of+R+square+is+0.430.+%0D%0A%0D%0AThe+value+of+influences+on+brand+awareness+promotion+is+0.430+or+43.0%25.+This+number+means+43.0%25+of+promotions+have+effects+on+brand+awareness%2C+while+the+remainings+are+influenced+by+other+variables+outside+of+this+research.+The+regression+equation+is+y%3D11.735+%2B+1.101x1+%2B+0.457x2+%2B+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%2C+the+highest+percentage+main+cause+of+this+less+awareness+of+promotion+is+due+to+the+less+precise+media+promotion+usage+(56.04%25).+The+interest+value+in+the+Axioo+promotion+than+other+brands+is+40.66%25.+The+enthusiasm+of+many+of+the+events+held+by+Axioo+is+54.94%25.+The+aggressive+publications+for+introducing+the+products+is+54.95%25.+And+the+ability+in+communicating+the+products+to+customer+is+63.73%25.+Whereas+the+highest+of+respondents+who+feel+less+aware+of+the+brand+is+caused+by+the+first+brand+in+mind+is+95.6%25+and+the+Axioo+strong+brand+image+which+make+them+consider+the+notebook+as+Axioo+is+84.61%25.%0D%0A%0D%0ABased+on+these+results%2C+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%2C+maximizing+the+events+which+are+held%2C+be+more+aggressive+in+publication+of+the+product%2C+and+improve+product+communication+to+consumers+so+as+to+increase+brand+awareness+and+image+of+Axioo.%0D%0A%0D%0AAxioo+yang+merupakan+salah+satu+merek+notebook+yang+sudah+dikenal+sejak+tahun+2004%2C+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.+%0D%0A%0D%0AMasalah+yang+dihadapi+PT.Tera+Data+Indousa+untuk+meningkatkan+kesadaran+merek+Axioo+adalah+merek+Axioo+yang+masih+rendah+(4%2C00%25)+dibandingkan+kompetitor+lainnya%2C+sehingga+permasalahan+yang+dirumuskan+dalam+penelitian+ini+adalah%3A+apakah+promosi+akan+mempengaruhi+peningkatan+kesadaran+merek+Axioo%3F%0D%0A%0D%0ATujuan+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%2C+struktur+organisasi%2C+data+produk+dan+harga%2C+serta+kuesioner+yang+dibagikan+kepada+91+orang+mahasiswa+strata+satu+reguler+Fakultas+Ekonomi+Universitas+Lampung+angkatan+2007-2009%2C+dan+data+sekunder+diperoleh+dari+penelitian+pustaka+dengan+mempelajari+literatur-literatur+pemasaran.%0D%0A%0D%0ADalam+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%2C+dan+dikaitkan+dengan+data+dari+hasil+penyebaran+kuesioner.%0D%0A%0D%0AAnalisis+kuantitatif+dilakukan+dengan+menggunakan+rumus+regresi+linier+berganda.+Berdasarkan+hasil+perhitungan+diperoleh+angka+Sig.F+hitung+sebesar+21%2C917+%3E+2%2C709+dan+nilai+R+square+sebesar+0%2C430.+%0D%0A%0D%0ABesarnya+pengaruh+promosi+terhadap+kesadaran+merek+sebesar+0.430+atau+43.0%25+angka+tersebut+mempunyai+arti+bahwa+sebesar+43.0%25+promosi+mempunyai+pengaruh+terhadap+kesadaran+merek+sedangkan+sisanya+dipengaruhi+variabel+diluar+penelitian+ini.+Hasil+persamaan+regresi+linier+berganda+sebagai+berikut+Y%3D11.735%2B1.101X1%2B0.457X2%2B0.296X3.+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%25)%2C+ketertarikan+promosi+Axioo+dibandingkan+merek+lain+(40.66%25)%2C+antusiasme+orang+banyak+terhadap+event+yang+digelar+oleh+Axioo+(54.94%25)%2C+publikasi+yang+gencar+terhadap+pengenalan+produk+(54.95%25)%2C+dan+kemampuan+promosi+dalam+mengkomunikasikan+produk+kepada+konsumen+(63.73%25).+Sedangkan+responden+tertinggi+yang+merasa+kurang+sadar+terhadap+merek+disebabkan+oleh+merek+yang+pertama+kali+diingat+(95.6%25)+dan+kuatnya+citra+merek+Axioo+sehingga+menganggap+seolah+notebook+adalah+Axioo+(84.61%25).%0D%0A%0D%0ABerdasarkan+hasil+tersebut%2C+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%2C+memaksimalkan+event-event+yang+digelar%2C+lebih+gencar+dalam+publikasi+pengenalan+produk+dan+meningkatkan+komunikasi+produk+kepada+konsumen+sehingga+dapat+meningkatkan+kesadaran+merek+dan+citra+Axioo.%0D%0A%0D%0A&rft.publisher=Fakultas+Ekonomi&rft.date=2011-05-13&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F1%2FCover.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F2%2FAbstrak.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F3%2FPERSEMBAHAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F4%2FDAFTAR%2520ISI.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F5%2FDAFTAR%2520TABEL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F6%2FDAFTAR%2520GAMBAR.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F7%2FDAFTAR%2520LAMPIRAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F8%2FBAB_I.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F9%2FBAB_II.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F10%2FBAB_III.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F11%2FBAB_IV.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F12%2FBAB_V.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F13%2FLampiran.pdf&rft.identifier=++.%2C+SUHANDI+S++(2011)+THE+PROMOTION+EFFECTS+ON+INCREASING+AXIOO+BRAND+AWARENESS+(THE+STUDY+OF+UNIVERSITAS+LAMPUNG+ECONOMICS+FACULTY+BACHELOR+DEGREE+STUDENT).++Fakultas+Ekonomi%2C+Universitas+Lampung.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F66%2F