ANALISIS BRAND AWARENESS, BRAND ASSOCIATION, DAN PERCEIVED QUALITY UNIKA SOEGIJAPRANATA SEMARANG MENURUT PANDANGAN SISWA SMA KELAS XII DI SEMARANG
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Institusion
Universitas Katolik Soegijapranata
Author
SANTOSO, SILVIA
Subject
Production Management
Datestamp
2015-10-28 01:49:58
Abstract :
The background of this research is that there is tough competition in the higher education. It is hoped that a university can create brand equity. This research discusses only three variables of David Aaker’s brand equity components. Brand association is analyzed using Cohran Q test. Brand Awareness and Perceived Quality were analyzed using descriptive statistics. The research result is that Soegijapranata University becoming Top of Mind (TOM) of the private university in Semarang. From 20 variables of brand association, only 3 variabels which significantly form the brand association, namely: Unika as my brother’s studying place; Unika Students come from private Senior High Schools, and Soegijapranata University’s location in top of Semarang. The perceived quality according to majority of the respondents is that there are many students interested in entering Unika.
The background of this research is that there is tough competition in the higher education. It is hoped that a university can create brand equity. This research discusses only three variables of David Aaker’s brand equity components. Brand association is analyzed using Cohran Q test. Brand Awareness and Perceived Quality were analyzed using descriptive statistics. The research result is that Soegijapranata University becoming Top of Mind (TOM) of the private university in Semarang. From 20 variables of brand association, only 3 variabels which significantly form the brand association, namely: Unika as my brother’s studying place; Unika Students come from private Senior High Schools, and Soegijapranata University’s location in top of Semarang. The perceived quality according to majority of the respondents is that there are many students interested in entering Unika.
File :
09.30.0006 Silvia Santoso COVER.pdf
09.30.0006 Silvia Santoso BAB I.pdf
09.30.0006 Silvia Santoso BAB II.pdf
09.30.0006 Silvia Santoso BAB III.pdf
09.30.0006 Silvia Santoso BAB IV.pdf
09.30.0006 Silvia Santoso BAB V.pdf
09.30.0006 Silvia Santoso DAFTAR PUSTAKA.pdf
09.30.0006 Silvia Santoso LAMPIRAN.pdf
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