The Analysis of Brand Knowledge and Brand Relationship's Elements Toward X Lubricant Sales in DKI Jakarta Using Path Analysis Method

• Main Author: DAMAYANTI (NIM: 29107028) , INDRI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/12251
• Institution: Institut Teknologi Bandung

The economic growth in Indonesia has encouraged the number of car ownership that affects the increasing needs of car lubricants, as a result, the lubricants industrial was growing rapidly, especially after the government has opened opportunities for other parties instead of Pertamina alone to distribute their products in Indonesia (Presidential Decree No.21/2001). PT. R is one of the international lubricant companies which has participate in Indonesia's market competition. By 2007, PT. R has been actively working to increase sales and also the investment in branding lubricant product. But, the sales have been below company's expectations, especially the X lubricant product. Therefore, this research will examine the brand knowledge and brand relationship's elements in determining the most significant influence for consumer in purchasing X lubricant. The objective of this research is determining the elements of brand knowledge and brand relationship, the most dominant ones in determining both the current and the future X lubricant sales by using Path Analysis method, which could give an input to PT R in proposing a X lubricants marketing program and its implementation. The research method used in this research is descriptive research through the distribution of questionnaires to 250 respondents, which consisted the consumer of X lubricants and the consumer that use other than X lubricant brand in DKI Jakarta during period 16 December 2008-5 March 2009. Based on the data compiled on this research, with statistics test-the path analysis has concluded that the brand image is the most influential elements of the X lubricant sales. The end result of this research is to propose marketing program plans and implementation of X lubricant for PT R, so it can be expected to contribute for winning the competition of lubricant industry in Indonesia. <br />