Brand Awareness Restoran Indodiner Dikalangan Anak Muda Jakarta Utara = Brand awareness indodiner restaurant among young adult in north Jakarta

Irsan, Deanry (2020) Brand Awareness Restoran Indodiner Dikalangan Anak Muda Jakarta Utara = Brand awareness indodiner restaurant among young adult in north Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Gaya hidup anak muda di Jakarta sangatlah menarik untuk dibahas, terlebih semakin majunya teknologi saat ini, dimana hal-hal yang menjadi hits dan viral seperti fashion, food serta aktivitas yang mendorong mereka untuk mengabadikannya melalui sosial media. Fenomena ini berhasil menarik perhatian para pelaku bisnis untuk menciptakan restoran yang “instagramable” bagi anak-anak muda. Peningkatan industri restoran tersebut menjadikan persaingan menjadi ketat. Setiap pelaku bisnis berlomba-lomba untuk berinovasi dan menciptakan brand yang mudah diingat oleh konsumen. Untuk mengetahui kesadaran terhadap merek maka perlu dilakukan pengukuran tingkat kesadaran terhadap suatu merek (brand awareness) pada perusahaan tersebut kedalam beberapa tingkatan, yaitu unaware of brand, brand recognition, brand recall, dan top of mind, maka peneliti tertarik untuk meneliti mengenai faktor-faktor yang menjadi pembentukan brand awareness. Berdasarkan hal tersebut peneliti mengambil penelitian dengan judul “Brand awareness Restoran Indodiner Dikalangan Anak Muda Jakarta Utara”. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian deskriptif. Pengumpulan data penelitian dilakukan dengan kuesioner sebagai sumber data primer, serta studi kepustakaan sebagai pelengkap data sekunder. Hasil penelitian menunjukkan bahwa tingkat brand awareness restoran indodiner dikalangan anak muda Jakarta Utara masuk dalam kategori brand recall. Sementara, Ada beberapa faktor yang mempengaruhi kenapa tidak ada responden yang berada dalam tingkatan top of mind, tahun berdirinya restoran Indodiner, dimana restoran Indodiner berdiri pada tahun 2018 dan masih terlalu muda untuk diketahui konsumen, meskipun mayoritas responden adalah kalangan anak muda. / The lifestyle of young people in Jakarta is very interesting to discuss, especially the advancement of technology today, where things that become hits and viral such as fashion, food and activities that encourage them to capture it through social media. This phenomenon has succeeded in attracting the attention of business people to create an "instagramable" restaurant for young people. The increase in the restaurant industry has made competition tighter. Every business person is competing to innovate and create a brand that is easy for consumers to remember. To find out brand awareness, it is necessary to measure the level of brand awareness in the company into several levels, namely unaware of brand, brand recognition, brand recall, and top of mind,  the researcher is interested in researching about the factors that form brand awareness. Based on this the researcher took a study entitled "Brand awareness of Indodiner Restaurants for Young Adult in North Jakarta". This research uses a quantitative approach with descriptive research methods. Research data collection was carried out with a questionnaire as a primary data source, as well as a literature study as a secondary data supplement. The results showed that the level of brand awareness indodiner restaurant for young consumers of culinary enthusiasts in North Jakarta was included in the category brand recall. Meanwhile, there are several factors that influence why no respondent is at the top of mind level, the year of the establishment of the Indodiner restaurant, where the Indodiner restaurant was established in 2018 and is still too young for consumers to know, even though the majority of respondents are young people.   References: 54 (2006 - 2019)

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Irsan, DeanryNIM00000005765deanirsan@gmaill.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPamungkas, SigitNIDN0316127301UNSPECIFIED
Uncontrolled Keywords: brand awareness; tagline; store atmosphere
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 1321 not found.
Date Deposited: 18 Feb 2020 01:37
Last Modified: 31 Aug 2021 08:36
URI: http://repository.uph.edu/id/eprint/7316

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