BRAND PERFORMANCE MEASUREMENT GARUDA INDONESIA BY IMPLEMENTING THE BRAND EQUITY APPROACH

• Main Author: PUTRA (NIM 291 05 033), FERRY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6111
• Institution: Institut Teknologi Bandung

Abstract : <br /> <br /> <br /> <br /> <br /> Garuda Indonesia as industrial pioneer airline business in Indonesia, has been very hard competition by other airline. As comparison, the airline is Lion Air. The new airline like Lion Air by the low fare business concept, give people opportunity to use the air transport. This matter, its become make constraint of Garuda Indonesia during the time, more than anything else Garuda Indonesia has been playing at middle up segment. Garuda Indonesia has to conduct correction in various lini for facing hard competition, one of them is Brand. <br /> <br /> <br /> <br /> <br /> <br /> This final project research is to aim the brand performance measure of Garuda Indonesia, how far Garuda Indonesia still positive perception by passenger of consumer air transportation specially Garuda Indonesia Consumer. In this case, the measurement of brand cover 4 dimension ( approach through equity brand according to David Aaker), that is Brand Awareness, Perceived Quality, Brand Association and Brand loyalty. Fourth of this dimension is supported also by measurement of leverage brand ( Nielsen Brand Equity Index, 2005). <br /> <br /> <br /> <br /> <br /> <br /> The research result through questioner obtained that Value Top of Mind Garuda Indonesia airline is still high compare Lion Air by percentage 94.90 % while Lion Air by percentage 2.04 %. For The Perceived Of Quality, The quality perception of Garuda Indonesia compare Lion Air is high by average value of 7 attribute, for Garuda Indonesia 3.71 and Lion Air 3.21. For The Brand Of Association, Garuda Indonesia yield 6 association ( from 19 item ) by percentage value 31.6 % and Lion Air yield 2 association ( from 19 association ) by percentage value 10.53 %. For the brand of loyalty, Brand Garuda Indonesia with attribute of Commited is 18.60 % and Lion Air is 8.04 %. And for the brand of Leverage, Garuda Indonesia is still higher by value 80.6 and the value of Lion Air 41.67. As a whole, can be concluded that value of Garuda Indonesia is high than Lion Air. <br />