Analisis brand awareness pada jasa pengiriman barang PT. Pos Indonesia (persero) Surakarta

Oleh :
Ardita Retno Kristiani - F3207020 - Fak. Ekonomi dan Bisnis

ABSTRAK Tujuan penelitian ini adalah untuk mengetahui apakah merek jasa pengiriman barang Kantor Pos telah menjadi top of mind diantara merek-merek perusahaan pengiriman barang lainnya yang ada di Solo dan untuk mengetahui cara mengukur kesadaran merek yang didasarkan pada tingkatannya seperti : top of mind, brand recall, brand recognition, dan unaware of brand. Populasi penelitian ini adalah masyarakat Solo yang terdiri dari lima Kecamatan yaitu: Kecamatan Jebres, Kecamatan Banjarsari, Kecamatan Laweyan, Kecamatan Pasar Kliwon dan Kecamatan Serengan yang dilakukan dengan metode survey. Jumlah sampel yang diteliti sebanyak 100 orang responden. Untuk menentukan sampel dalam penelitian ini menggunakan teknik non probability sampling yaitu convenience sampling. Agar dapat mewakili tiap kecamatan, maka jumlah sampel yang diambil dengan cara porposional sampling. Sumber data yang digunakan adalah sumber data primer dan sekunder, Analisis pembahasan penelitian ini bersifat deskriptif yang berupa frekuensi dan persentase serta tabel terkait kesadaran merek (brand awareness). Hasil penelitian ini menunjukkan merek TIKI menduduki posisi top of mind sebesar 67% responden, sedangkan Kantor Pos berhasil mencapai Brand Recall sebesar 36 % responden. Pada analisis brand recognition ada 21% responden yang perlu diingatkan akan keberadaan jasa pengiriman barang Kantor Pos dan 2% responden sama sekali tidak mengenali jasa pengiriman barang Kantor Pos.(unaware brand) Interpretasi yang dapat dikemukakan untuk meningkatkan kesadaran merek adalah PT. POS INDONESIA hendaknya mempertahankan posisinya sebagai brand recall karena masyarakat Solo sudah banyak yang mengetahui jasa pengiriman barang Kantor Pos. Hal ini cukup baik walau banyak perusahaan jasa pengiriman barang swasta yang muncul, namun sebagian masyarkat juga mengenal jasa pengiriman barang Kantor Pos. Selain itu penulis juga memberikan saran kepada penelitian yang akan datang agar bisa mengeliminasi keterbatasan-keterbatasan dalam penelitian ini, misalnya dengan menambah jumlah responden dan responden yang diambil adalah mereka yang pernah melakukan pengiriman barang sehingga data yang diperoleh akurat. ABSTRACT F3207020 The goal of this purpose is to know if the brand of delivery services in PT. Pos Indonesia (Persero) Surakarta has become top of mind among another delivery services which exist in Solo and to know the way to measure brand awareness which is based on its level like : top of mind, brand recall, brand recognition, and unaware of brand. The population in this research is the people who live in Solo. It consists of five specific area such as: Kecamatan Jebres, Kecamatan Banjarsari, Kecamatan Laweyan, Kecamatan Pasar Kliwon, Kecamatan Serengan that is done in with survey method. The amount of the sample which is studied in this research is 100 respondents. For determining sample in this research, it is used non probability sampling with convenience sampling. To represent every area, so the sample is put uses porposional sampling method. Primary and secondary data are used for source of data. The analysis of the research discussion is descriptive which is in form of frequency, percentage and table related to brand awareness. Based on the result of the research, it shows that the brand of delivery services posted TIKI as top of mind position in Solo, because it has gained the highest percentage in analyzing top of mind , that is 67%. While the brand of delivery services of PT. POS is posted in brand recall in Solo, because it has gained the greatest percentage in brand recall analysis, that is 36%. Delivery services in Kantor Pos occupy second position in the analysis of brand awareness, that is 36%. In analysis of brand recognition 21% people need to be reminded the existence of delivery services in Kantor Pos. Unfortunately there are 2 people of respondents did not know at all (unaware of brand) for delivery services in Kantor Pos. Interpretation which can be demonstrated by author for increasing brand awareness is that Kantor Pos Solo delivery services should defend the position in brand recall because many people in Solo have recognized delivery service of Kantor Pos although there are many delivery services which is grow in Solo, but people also recognize delivery services of Kantor Pos. Besides it, the writer also gives suggestion to the research in the future in order to be able to eliminate limitations in this research, for example with increasing the amount of respondents and who is really ever sending packet so the data is to be accurate.