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Generally the person imagined the product as something that had a real shape, had the form, could be seen, was touched or in basically depicted the product was as good as something that have the shape of external. But had the product that was not concrete and could not be touched obviously, but coul...
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| Main Author: | |
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/16222 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Generally the person imagined the product as something that had a real shape, had the form, could be seen, was touched or in basically depicted the product was as good as something that have the shape of external. But had the product that was not concrete and could not be touched obviously, but could be felt by his results, this that was acknowledged as the service. In this case the writer focussed to the service field, especially photography. Many matters that motivated the person to buy the photograph service among them the wish to document special incidents like the marriage, graduation, the family and other. Lately the business <br />
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in the field of the photography service was increasingly developing. Even more companies of the photography service sprang up, caused increasingly the strictness of the competition in this field. The studio XQuisite as the company of the photography service that almost 3.5 years stood, made an effort to continue the activity and the promotion of marketing communication with the interesting aim of the interest of the consumer and created brand awareness the consumer towards the make of this company. This was important to distinguish the <br />
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establishment of the Studio XQuisite photography with the other photography studio. Brand awareness consisted of two levels of the awareness that is: the introduction <br />
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of the brand (brand recognition) that is reflecting the level of the awareness that tended shallow and the capacity to remember the brand (brand recalled) that is <br />
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reflecting the awareness that more in. The writer saw three print medias that were used as advertising by the studio XQuisite which are the brochure, the magazine <br />
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and the tabloid. This research was aimed to know the perception of the consumer towards advertising to the three print medias that were done the studio XQuisite <br />
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in the matter representation, attention and comprehension as well as tested and analysed how big the influence of advertising to the three print medias against brand awareness to the studio XQuisite. Could be seen from results of the analysis of the questionnaire data that was spread to 200 respondents, using the analysis of multiplied regression. Results of the research showed the existence the value of the correlation brand awareness of 16,9 % and the value of the correlation brand recognation of 11,4 % as well as the value of the correlation brand recalled of 18,7 %. <br />
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This research was carried out in order to improve brand awareness of the consumer against the studio of XQuisite Photography. |
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