ANALISIS BRAND AWARENESS, BRAND ASSOCIATION, DAN PERCEIVED QUALITY UNIKA SOEGIJAPRANATA SEMARANG MENURUT PANDANGAN SISWA SMA KELAS XII DI SEMARANG

SANTOSO, SILVIA (2012) ANALISIS BRAND AWARENESS, BRAND ASSOCIATION, DAN PERCEIVED QUALITY UNIKA SOEGIJAPRANATA SEMARANG MENURUT PANDANGAN SISWA SMA KELAS XII DI SEMARANG. Other thesis, Prodi Manajemen UNIKA Soegijapranata.

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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.

Item Type: Thesis (Other)
Subjects: > 650 Management > 658 Management > Production Management
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: Ms. Monica Maheswari
Date Deposited: 28 Oct 2015 01:49
Last Modified: 28 Oct 2015 01:49
URI: http://repository.unika.ac.id/id/eprint/5252

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