INTERNATIONAL - Perpustakaan Universitas Mercubuana

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Design & Methodology of Research �� St Studi di Kuantitatif K tit tif “B “Brand d PPositioning” iti i ” ● Wawancara langsung dengan responden yang sesuai kriteria ● Kota survey : JKT, SUB, JOG, BDO, SRG, MES, PLM, BPN, DPS, UPG ● Usia responden 25 - 65 tahun, dan telah terbang dengan commercial flight minimum 2x dalam 1 tahun ● Menggunakan kuesioner sebagai panduan wawancara ● Waktu yang dibutuhkan untuk wawancara rata-rata 30-45 menit ● Sasaran responden : ● n = 1.472 responden ● Sampel yang dibutuhkan meliputi : GA users & Non-GA users Business travelers Holiday travelers International Destination travelers Domestic Destination travelers ● Survey dilaksanakan pada bulan Oktober – November 2010 ● Multiple Answer : 1 responden dapat menjawab maks 3 pilihan shg total > 100% 2 Prepared by JKTCMR - TD
Brand Positioning Report • Report I : Brand – Marketing Communication • Report II : Brand Positioning Domestic • Report III : Brand Positioning International • Report IV : Brand Association, Brand Mapping, Brand Equity Index 3 Prepared by JKTCMR - TD
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DAFTAR PUSTAKA Aaker, David A. dala
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Narasumber III Nama : Daniel Simanj
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ketepatan merespon artinya langsung
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Kalau masalah suasana Indonesia say
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utuhkan adalah ketepatan waktu dan
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egini.. ada bahan bacaan.. kursi ki
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index. kamu ee.. kita ada namanya b
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nya. Itu semua satu line dengan str
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yang kita gambarkan disini ada 4 di
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Tapi ini bicara gini, ini bukan Gar
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egini. Jadi dia dateng kesana dia l
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yang namanya organisasi makin besar
Page 25 and 26:
Tiba-tiba rutenya ee.. udah hari H
Page 27 and 28:
Terbang rugi lagi terbang rugi lagi
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itu. Dia bilang gila aja lo, kalau
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key success factor? Kamu pernah den
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aja yang ini bilang begini kita gat
Page 35 and 36: Transkip Wawancara Bapak Tri Poetra
Page 37 and 38: saya ini ejaan lama?atau ejaan baru
Page 39 and 40: Nah logo itu kan segalanya. Setuju?
Page 41 and 42: yang biru. Nanti kita bisa mendefin
Page 43 and 44: Yah itu lah sekilas tentang brand k
Page 45 and 46: Makanya kita menghindari Indonesian
Page 47 and 48: namanya ee.. dari sisi bagasi terus
Page 49 and 50: nya Garuda atau… Garuda Indonesia
Page 51 and 52: Visual Brand Sistem. Itu adalah yan
Page 53 and 54: dan Garuda juga jadi lebih beruntun
Page 55 and 56: 1 JKTCMR/TD Hasil Survey - Brand Po
Page 57 and 58: 3 Disain & Metodologi Riset � Stu
Page 59 and 60: 5 Ringkasan Eksekutif No Indikator
Page 61 and 62: 7 Glossary DOMESTIC INTERNATIONAL 1
Page 63 and 64: 9 JKTCMR/TD Survey Result
Page 65 and 66: 11 JKTCMR/TD Brand Equity Index GA
Page 67 and 68: 13 No-one’s aware of airline No-o
Page 69 and 70: 15 JKTCMR/TD Brand Equity Model -GA
Page 71 and 72: 17 JKTCMR/TD Ranking Atribut
Page 73 and 74: 19 Ranking Atribut -Dom 2007 2008 2
Page 75 and 76: 21 JKTCMR/TD Brand Equity Index - A
Page 77 and 78: Domestik 1.00 Brand Equity Index -S
Page 79 and 80: Brand Equity Index -SEM Path Diagra
Page 81 and 82: 27 JKTCMR/TD Brand Positioning Mapp
Page 83 and 84: Kode Keterangan 1 Easy Reservation
Page 85: 1 Prepared by JKTCMR - TD Hasil Sur
Page 89 and 90: Travel l Behavvior HIGHLIGHT - Summ
Page 91 and 92: Brand B Dianost D tics HIGHLIGHT -
Page 93 and 94: 9 Prepared by JKTCMR - TD Survey Re
Page 95 and 96: Respondent Profile (%) PPengeluaran
Page 97 and 98: n: 1.397 Non-GA Users GA Users Purp
Page 99 and 100: 49.4 9.7 12.7 12.4 7.3 8.5 Number o
Page 101 and 102: DOMESTIC Person who does the Reserv
Page 103 and 104: DOM INT’L Person who does the Res
Page 105 and 106: Have you made a Reservation via Int
Page 107 and 108: The Most Convenient & Easy Internet
Page 109 and 110: DOM INT’L Airline vs Schedule Pre
Page 111 and 112: Frequency of Air Travel Compared to
Page 113 and 114: Brand leverage diagnostics Awarenes
Page 115 and 116: 83.7 43.2 22 22.0 0 90.0 67.1 77 77
Page 117 and 118: Top of Mind - 2 (%) DOMESTIC Total
Page 119 and 120: Top of Mind - 2 (%) INTERNATIONAL T
Page 121 and 122: Considered Airlines (%) INTERNATION
Page 123 and 124: Lainnya LH GF KE JL CI PR EY SV CX
Page 125 and 126: Reason for rejecting certain Airlin
Page 127 and 128: 43 Prepared by JKTCMR - TD Airlines
Page 129 and 130: 45 Prepared by JKTCMR - TD Airlines
Page 131 and 132: Airlines Used Most Often (%) DOMEST
Page 133 and 134: Reasons For using airline most ofte
Page 135 and 136: INT’L 52.5 25.8 16.1 16.6 13.8 63
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DOMESTIC Brand Leverage diagnostics
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DOMESTIC Brand Leverage diagnostics
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Brand Leverage diagnostics ( Summar
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Brand Leverage diagnostics ( Summar
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Brand Leverage - Price Premium (Sum
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Brand Perception ‐ International
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INTERNATIONAL - Perpustakaan Universitas Mercubuana

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