JURNAL ILMU EKONOMI & SOSIAL
Vol 8 No 2 (2017): Jurnal Ilmu Ekonomi & Sosial

KONSTRUK DARI BRAND POSITIONING UNTUK MENGUKUR PERSEPSI KONSUMEN TERHADAP BRAND PT X

Rakhdiny Sustaningrum (Universitas Katolik Indonesia Atma Jaya, Jakarta)

Article Info

Publish Date
30 Oct 2017

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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Journal Info
JURNAL ILMU EKONOMI & SOSIAL
Website

Abbrev

EKOSOS

Publisher

Universitas Musamus

Subject

Economics, Econometrics & Finance

Description

Jurnal Imu Ekonomi & Sosial (p-ISSN: 2085-8779; e-ISSN: 2354-7723 diterbitkan oleh Fakultas Ekonomi Universitas Musamus Mersauke. Jurnal ini terbit dua kali dalam setahun setiap bulan April dan Oktober yang memuat artikel ilmiah hasil pemikiran kritis atau hasil penelitian dalam bidang ilmu ...