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All Journal JURNAL ILMU EKONOMI & SOSIAL
Rakhdiny Sustaningrum
Universitas Katolik Indonesia Atma Jaya, Jakarta
Economics, Econometrics & Finance

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KONSTRUK DARI BRAND POSITIONING UNTUK MENGUKUR PERSEPSI KONSUMEN TERHADAP BRAND PT X Rakhdiny Sustaningrum
EKONOMI & SOSIAL Vol 8 No 2 (2017): Jurnal Ilmu Ekonomi & Sosial
Publisher : Universitas Musamus,Merauke,Papua

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35724/jies.v8i2.648

Abstract

This study aims to factors that affect brand awareness and brand positioning on PT X products. The research method used survey with data collection through questionnaire. Quantitative data analysis using SEM-PLS. The results showed that brand identity, brand personality, brand communication each partially significant effect on brand awareness. Then, brand awareness has a significant effect on brand image, and brang image significant effect on brand positioning. In conclusion, consumers give a positive perception on brand PT X so that consumers are interested to use it.
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