PENGARUH POSISI PRODUK (PRODUCT POSITIONING) DAN DIFERENSIASI PRODUK (PRODUCT DIFFERENTIATION) TERHADAP CITRA MEREK (BRAND IMAGE ) KARTU PERDANA IM3

JAYA, RIAN PURNAMA (2013) PENGARUH POSISI PRODUK (PRODUCT POSITIONING) DAN DIFERENSIASI PRODUK (PRODUCT DIFFERENTIATION) TERHADAP CITRA MEREK (BRAND IMAGE ) KARTU PERDANA IM3. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Rian Purnama Jaya, 2013; The Influence of Product Positioning and Product Differentiation on Brand Image SIM Card IM3. Undergraduate Thesis: Jakarta, Concentration of Marketing Management, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory team: Dr. Mohamad Rizan, SE., MM. & Agung Kresnamurti, ST, MM. The purposes of this research are: 1) To know the description of the product positioning, product differentiation, and brand image SIM Card IM3. 2) To know empirically the effect of product positioning SIM Card IM3 of the brand image SIM Card IM3 . 3) To know empirically the effect of product differentiation to the brand image IM3. 4) To know empirically the effect of product positioning, product differentiation simultaneously to the brand image SIM Card. The analysis implemented in this research are descriptive and causal analysis. This research is taken 227 student users who are in the Faculty of Economics, State University of Jakarta, while the techniques of data collection is done by distributing questionnaires, which are then processed using SPSS. The analysis showed that the product positioning positive influence and significant on brand image, and product differentiation is also positive influence and significant on brand image. Then together or simultaneously, product positioning and product differentiation positive influence and significant on brand image. The empirical findings indicate that in order to create and maintain brand image, IM3 need to consider factors such as product positioning and product differentiation due to these factors shown to influence brand image IM3. Keywords: Product Positioning, Product Differentiation and Brand Image

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