#TITLE_ALTERNATIVE#

• Main Author: EBENEZER SIMANJUNTAK (NIM 29105315), ROLAND
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/9141
• Institution: Institut Teknologi Bandung

ZOE is a abbreviation of Zone of Edutainment. ZOE has four business units: caf, library, original VCD & DVD rental, and book store. This research will only review two business units; caf and library. Up till now, ZOE is considered to be one of the best libraries in Bandung with complete books collection. ZOE was founded in 2000, but it was operating on a first time in the beginning of 2001. ZOE is well known to be one of the most representative caf for academic cavities (university students). ZOE has many competitors in the same business unit. If ZOE does not put any attention to this situation, it will threaten its business position. To avoid that condition, ZOE's management has to try to know their consumer needs and market condition in order to make their consumer loyal.<p> <br /> <br /> <br /> The purpose of this research is to find ZOE's brand positioning through consumer satisfaction, and than sharpening it by enhancing its value disciplines. A tool used to evaluate the dimensions of customer satisfaction level is a questionnaire. The questionnaire was compose based on series of observations and interviews with ZOE's consumer and management. The assembled data that fit to use in this research were 62 respondents.<p> <br /> <br /> <br /> The result of this research is founding ZOE's brand positioning. ZOE's brand positioning is product leadership. Variables that needed enhancements are library collection, hotspot, reading space, and library layout. ZOE's customer satisfaction index is 69,17%. It means ZOE has given a good service to its customers.