Studi Brand Audit Pada Pengembangan Merek E-Scooter PT XYZ Di Indonesia

Andriana, Nur (2022) Studi Brand Audit Pada Pengembangan Merek E-Scooter PT XYZ Di Indonesia. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kehadiran merek e-scooter di Indonesia semakin bertambah pesat seiring berjalannya waktu. Persaingan semakin ketat dan kompetitor semakin mempertajam ruang kompetisi dengan menghadirkan produk-produk yang mirip bahkan menyempurnakan yang sudah ada. GESITS (Garansindo Electric Scooter ITS) adalah sepeda motor listrik nasional hasil karya anak bangsa mahasiswa ITS yang diproduksi oleh PT WIKA Industri Manufaktur. Namun, tidak semua masyarakat Indonesia khususnya Jawa dan Bali telah mengetahui merek GESITS.
Oleh karena itu, penelitian ini bertujuan untuk mengetahui sejauh mana persepsi masyarakat Indonesia khususnya Jawa dan Bali dalam mengenal GESITS berdasarkan level of brand
awareness dan customer journey mapping. Penelitian ini menggunakan desain penelitian kuantitatif deskriptif dan kualitatif deskriptif dengan pendekatan dan alat design thinking. Pengumpulan data dilakukan dengan penyebaran kuesioner online kepada 129 responden sesuai kriteria di Jawa – Bali dan in-depth interview kepada 6 narasumber secara online maupun offline. Data yang dihimpun kemudian diolah menggunakan analisis crosstab dan dipetakan
menggunakan persona, customer journey mapping, empathy map, dan affinity diagram pada fase define untuk merumuskan branding strategy yang dapat dikembangkan pada produk
selanjutnya. Hasil temuan dari penelitian kuantitatif dan kualitatif menunjukkan e-scooter GESITS cocok untuk pria maupun wanita, dengan kisaran usia 17 – 50 tahun keatas, dan harga di kisaran 15 – 20 juta. Selain itu, disimpulkan bahwa terdapat anggapan bahwa GESITS merupakan produk yang ramah lingkungan, hemat, dan inovatif. Informasi dan temuan yang
dihimpun dapat berkontribusi bagi para pengembang e-scooter brand GESITS sebagai indikasi pengembangan konsep branding yang sesuai dengan nilai merek.
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The presence of e-scooter brands in Indonesia is growing rapidly over time. Competition is getting tougher and competitors are increasingly sharpening the competition
space by presenting products that are similar and even enhance existing ones. GESITS (Garansindo Electric Scooter ITS) is a national electric motorcycle created by the nation's children of ITS students produced by PT WIKA Industri Manufaktur. However, not all Indonesian people, especially Java and Bali, have known the GESITS brand. Therefore, this study aims to determine the extent of the perception of the Indonesian people, especially Java
and Bali in recognizing GESITS based on the level of brand awareness and customer journey mapping. The research design used is quantitative and qualitative descriptive with design
thinking approaches and tools. Data was collected by distributing online questionnaires to 129 respondents according to the criteria in Java – Bali and in-depth interviews to 6 sources both online and offline. The collected data is then processed using crosstab analysis and mapped using personas, customer journey mapping, empathy maps, and affinity diagrams in the define phase to formulate a branding strategy that can be developed for the next product. The findings from quantitative and qualitative research show that the GESITS e-scooter is suitable for both
men and women, with an age range of 17-50 years and over, and a price in the range of 15-20 million. In addition, it is concluded that there is an assumption that GESITS is an
environmentally friendly, economical, and innovative product. The information and findings collected can contribute to the developers of the GESITS e-scooter brand as an indication of the development of a branding concept that is in accordance with brand values.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Level of Brand Awareness, Design Thinking, Electric Scooter, Branding Strategy
Subjects:	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:	Nur Andriana
Date Deposited:	07 Feb 2022 06:26
Last Modified:	07 Feb 2022 06:26
URI:	http://repository.its.ac.id/id/eprint/92952

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