Pond’s Brand Community Potentials Among High School Female Students in Bandung  

Oleh:

Nasution, Reza Ashari ; Radiatni, Kaninia

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Jurnal Manajemen Teknologi vol. 8 no. 1 (2009), page 43-60.
Topik: Pond’s; Brand Community; Beauty; Value; Bandung.

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM77 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Community based marketing becomes an effective approach that can give significant benefits for the practicing company. Accordingly, analysis on brand community potential for a particular brand becomes a very interesting topic to be researched. In this project, a study on female high-school-student was done to analyze the opportunity of Pond’s brand to build brand community among this target market in Bandung. The finding shows that the chance for Pond’s to develop brand community in Bandung is high. Most respondents embrace similar value with regards to beauty and socialization. Most of them also want to join the brand community. They also give very positive attitude toward the product. However, there are significant numbers who refuse to be a member of Pond’s brand community. Cross-tabulation analysis is conducted to determine significant factor that differentiate between the two groups of students.

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