75: ANALISIS BRAND EQUITY DELI TV DALAM INDUSTRI PENYIARAN TELEVISI SWASTA

ANALISIS BRAND EQUITY DELI TV DALAM INDUSTRI PENYIARAN TELEVISI SWASTA

Okky Putra Barus¹, A. Rahim Matondang², Saib Suwilo³ ¹Alumni Magister Manajemen SPs USU ²Dosen Magister Manajemen SPs USU ³Dosen Magister Manajemen SPs USU

Abstract

Competition in the highly competitive television industry today as if it requires the actors to improve competitiveness in order to gain audience share and advertising great. One way to achieve this is to have the brand equity (brand equity) is strong, because the quality of the program is very easy and quickly imitated by competitors. The study aims to measure brand equity elements comprising Deli TV brand awareness (brand awareness), brand association (brand associations) that make up the brand image (brand image), perceived quality (perceived quality), and brand loyalty (loyalty brand). The research methodology was qualitative and descriptive, which describes research on the public perception of the brand equity Medan Deli TV. The sampling method used is probality sampling with the proportionate stratified random sampling technique. Data obtained by distributing questionnaires to 150 respondents. The data used in this study is primary data derived from questionnaires to respondents and interviews with the company, as well as secondary data obtained from the company profiles, library research, and the Internet. The results showed that brand awareness results Deli brand TV to get the position of top of mind, from the brand association then formed the brand image of the young boy tv, tv station that helps indie bands, the songs are in the present is always up to date, event on water packaged in attractive, multi-segment television stations, and TV stations which gives up to date information (local and national), from the analysis of perceived quality in the can that the attributes that exist on TV Deli located on both range and very good, and from the analysis of brand loyalty note that indicates the level of committed buyer loyalty that bad, but, only up to the switcher group showed a range of scales poorly. While the group liking the brand, satisfied buyers and habitual buyers have a range of scales up well enough. Keywords : Brand Equity, Brand Awareness, Brand Associations, Brand Image, Perceived Quality, Loyalty Brand.

ANALISIS BRAND EQUITY DELI TV DALAM INDUSTRI PENYIARAN TELEVISI SWASTA