MEMBANGUN BRAND AWARENESS, BRAND IMAGE, BRAND ATTITUDE DAN BRAND LOYALTY KUKU BIMA ENERGI MELALUI KOMUNIKASI IKLAN TELEVISI

Tiyas Susilaningrum Hamumpuni, Dr. Ike Janita Dewi, MBA.

2012 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk menguji pengaruh brand Awareness, brand image, brand attitude dan brand loyalty Kuku Bima Energi melalui komunikasi iklan televisi. Penulis melakukan penelitian dengan menyebarkan kuisioner kepada 200 orang responden dengan kriteria yang merupakan target market Kuku Bima Energi yaitu segmen C,D, dan E. Hasil penelitian menunjukan bahwa iklan Kuku Bima Energi dapat membangun Brand Awareness pada pengguna dan non pengguna minuman energi. Pada mereka yang merupakan konsumen minuman energi memiliki tingkat kesadaran yang tinggi, sedangkan yang bukan pengguna, kesadaran terhadap produk dinilai cukup karena masih berada di atas rata- rata. Selanjutnya terdapat pengaruh yang signifikan brand awareness pada brand image, brand image pada brand attitude dan brand attitude pada brand loyalty Kuku Bima Energi. Secara signifikan juga terjadi perbedaan antara pengguna dan non pengguna Kuku Bima Energi dalam pembentukan brand awareness, brand image dan brand attitude.

The objective of this research is to evaluate the effect of brand awareness, brand image, brand attitude, and brand loyalty of Kuku Bima Energi through television advertisement communication. The writer conducted this research by disseminating questionnaires to 200 respondents of Kuku Bima Energi target market, i.e. respondents in the segment of C, D, and E. The result showed that Kuku Bima Energi advertisements were able to build Brand Awareness to users and non-users. The level of awareness among this energy drink users was high, while the non-users were considered as having sufficient awareness since the awareness was still above the average. In addition, there was a significant brand awareness effect to brand image, brand image to brand attitude, and brand attitude to brand loyalty of Kuku Bima Energi. There was also a significant difference between the Kuku Bima Energy users and nonusers in the establishment of brand awareness, brand image, and brand attitude.

Kata Kunci : Iklan, brand awareness, brand image, brand attitude dan brand loyalty