Penyusunan strategi promosi berdasar pada brand awareness dan brand association UPH = Forming promotion strategy on UPH based on brand awarenes and brand association

Budiono, Vincent Bernardus (2012) Penyusunan strategi promosi berdasar pada brand awareness dan brand association UPH = Forming promotion strategy on UPH based on brand awarenes and brand association. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan perusahaan tidak terlepas dari sumber daya manusia yang berkualitas, hal ini menyebabkan peningkatan yang signifikan jumlah universitas di Indonesia. Persaingan universitas-universitas semakin ketat dan menurut data jumlah mahasiswa yang terdaftar di UPH, terjadi penurunan pada tahun 2012. Oleh sebab itu diperlukan penelitian mengenai Positioning dan Image UPH di mata masyarakat, khususnya siswa-siswi SMA. Tujuan dari penelitian ini adalah menyusun strategi promosi yang berdasar pada Brand Awareness dan Brand Association UPH. Langkah-langkah yang dilakukan dalam penelitian ini adalah penelitian pendahuluan, identifikasi masalah, menentukan tujuan penelitian dibantu dengan studi pustaka, pengumpulan data, pengolahan data, analisa, menyusun strategi promosi dengan metode SWOT yang berdasar pada hasil wawancara dengan pihak pemasaran UPH dan hasil survei, dan menyusun kesimpulan dan saran dari penelitian. Data yang diambil dibagi menjadi 2 kategori antara lain data primer dan data sekunder. Data sekunder yang diambil antara lain sejarah dan visi misi UPH, jumlah mahasiswa yang terdaftar dari tahun 2008 sampai 2012, data sekolah yang menjadi target pemasaran UPH, dan jadwal Edu Fair. Data primer yang diambil antara lain profil responden, Brand Awareness, dan Brand Association. Pengambilan data primer diambil dengan beberapa langkah antara lain pembuatan kuesioner, mencari data jumlah populasi siswa/i SMA swasta di Jakarta dan Tangerang, melakukan perhitungan jumlah sampel dengan rumus Slovin dan metode Proportional Sampling, dan melakukan penyebaran survei dalam kegiatan Edu Fair dengan metode Accidental Sampling. Berdasarkan hasil survey mengenai Brand Awareness, UPH ada di posisi pertama dalam kategori Top of Mind dan Brand Recall. Hasil survei juga menunjukan bahwa tidak ada responden yang tidak mengetahui nama UPH. Hasil survei mengenai Brand Association menunjukan bahwa asosiasi-asosiasi yang menjadi Image UPH antara lain, fasilitas pendukung dan pembelajaran memadai, gedung terawat dengan baik, dan lingkungan kampus aman. Berdasarkan analisa terhadap hasil survei dan hasil wawancara dengan pihak pemasaran UPH menghasilkan 9 usulan strategi promosi yang dapat meningkatkan kesadaran siswa-siswi SMA dan menambah Image-Image positif UPH / The company's development is inseparable from the quality of human resources, this leads to a significant increase in the number of universities in Indonesia. Competition is getting tougher between universities and according to the number of students enrolled at UPH, have actually declined in 2012. Therefore, research is needed on the Positioning and Image of UPH in the eyes of the public, especially high school students. The purpose of this research is to develop a promotion strategy based on Brand Awareness and Brand Association of UPH. The steps taken in this research is preliminary, identify problems, determine the purpose of the research supported by the literature review, data collection, data processing, analysis, promotion strategy using SWOT method which is based on interview with the UPH’s marketing team and survey results, and develop conclusions and recommendations from the research. Data taken divided into 2 categories including primary data and secondary data. Secondary data were taken, among others the history, vision and mission of UPH, the number of students enrolled from 2008 to 2012, list of schools that become UPH’s marketing target, and the schedule of Edu Fair. Primary data were taken, among others profiles of respondents, Brand Awareness and Brand Association. Retrieval of primary data taken steps such as making questionnaires, searching student population of private high school in Jakarta and Tangerang, calculating the number of samples with Slovin formula and using Proportional Sampling method and survey dissemination on edu fair activities by using accidental sampling method . Based on the results of a survey on Brand Awareness, UPH is in the first position in the category of top of mind and brand recall. The survey results also showed that there are no respondents who did not know the name of UPH. The survey results show that the associations which are become UPH’s image among other things, adequate support facilities and learning facilities, building well maintained, and safe campus environment. The SWOT strategy which is based on survey result and interview result with UPH’s marketing team, there are 9 proposals of promotion strategy to increase awareness of high school students and add positive image of UPH

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