STRATEGIC IMPROVEMENT BRAND EQUITY OF PJTV IN COMPETITION TV LOCAL AT BANDUNG

• Main Author: YERIYANTO (NIM : 291073850); Pembimbing: Ir. Evo S Hariandja, MM, HENRICUS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15911
• Institution: Institut Teknologi Bandung

PT Esa Visual Padjadjaran Tivi is a television broadcasting company, launched they station television named is PJTV. The competition between local television broadcasting in Bandung becomes tighter because the rising of other strong and creative broadcasting competitor affect the attention of Bandung’s people. PJTV has been placed 1st position since November 2008 to January 2009 based assessor of local television organization because they improvement though less of company advertisement as out of PJTV’s target. This indicates PJTV has low perceived quality, image and awareness to brand PJTV. <br /> <br /> <br /> To improve the strength of brand PJTV, researcher measure the brand use model of Brand Equity approach from David Aaker to achieve Brand Awareness of local television broadcasting, Perceived Quality, Brand Association and Brand Loyalty of PJTV. Researcher make a survey by distributing questioner to get data then measure each element of PJTV’s brand equity. <br /> <br /> <br /> Based on the result, the best business solution to increase the strong of brand PJTV is improvement the marketing program, repair quality, choosing brand positioning and internal branding process to reinforcing image of brand PJTV.