Uji Beda Iklan Merek Gaming Gear Terhadap Indikator Brand Equity di Indonesia

Putra, Winaldo Mandiri (2022) Uji Beda Iklan Merek Gaming Gear Terhadap Indikator Brand Equity di Indonesia. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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	Text 09111740000098_Undergraduate_Thesis.pdf Restricted to Repository staff only Download (3MB) | Request a copy

Abstract

Iklan merupakan informasi yang berisi pesan atau makna untuk membujuk, mempengaruhi orang lain sehingga dapat tertarik pada barang maupun jasa yang ditawarkan. Iklan memiliki banyak tujuan dalam strategi pemasaran seperti memberikan informasi merek dan meningkatkan ketertarikan terhadap suatu barang atau jasa terhadap konsumen. Apalagi pada perkembangan industri game, iklan sangat berdampak positif terhadap perkembangan game, terutama gaming gear. Gaming gear merupakan perangkat input ataupun output yang memfasilitasi para pemain dalam bermain permainan. Terdapat berbagai jenis gaming gear dengan merek nasional maupun internasional. Setiap merek gaming gear memiliki inovasi yang dapat menunjang calon pemain agar dapat bermain game dengan lebih nyaman. Hal ini berdampak kepada konsumen gaming gear untuk membeli produk dan mengisi waktu luang mereka untuk bermain sebuah permainan. Peneliti ingin mengetahui iklan merek gaming gear apa yang dapat mempengaruhi setiap indikator brand loyalty, perceived quality, brand awareness, brand association. Penelitian ini menggunakan kuesioner online dan dianalisis menggunakan MANOVA. Penelitian ini menggunakan kuesioner online dengan jumlah responden 172. Hasil menunjukkan bahwa tidak terdapat perbedaan pada brand loyalty, perceived quality, brand awareness, brand association pada iklan merek gaming gear. Implikasi manajerial yang dapat diterapkan pada perusahaan merek gaming gear adalah penciptaan iklan yang berbeda dan unik sehingga mendapatkan perspektif baru dalam pasar gaming gear.
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Advertising is information that contains a message or meaning to persuade, influence others so that they can be interested in the goods and services offered. Advertising has many objectives in marketing strategies such as providing brand information and increasing interest in a good or service to consumers. Especially in the development of the gaming industry, advertising has a very positive impact on the development of games, especially gaming gear. Gaming gear is an input or output device that facilitates players in playing the game. There are various types of gaming gear with national and international brands. Every brand of gaming gear has innovations that can support prospective players to be able to play games more comfortably. This has an impact on gaming gear consumers to buy products and fill their free time to play a game. Researchers want to find out what gaming gear brand ads can affect each indicator of brand loyalty, perceived quality, brand awareness, brand association. The study used online questionnaires and was analyzed using MANOVA. The study used an online questionnaire with 172 respondents. The results showed that there was no difference in brand loyalty, perceived quality, brand awareness, brand association in gaming gear brand advertising. The managerial implication that can be applied to gaming gear brand companies is the creation of different and unique advertisement so as to gain a new perspective in the gaming gear market.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Association, Brand Awareness, , Brand Loyalty, Perceived Quality, Uji Beda Iklan, Brand Association, Brand Awareness, Brand Loyalty, Perceived Quality, Test on Different Ads
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Winaldo Mandiri P
Date Deposited:	11 Feb 2022 04:12
Last Modified:	11 Feb 2022 04:12
URI:	http://repository.its.ac.id/id/eprint/93227

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