Efektivitas Pemanfaatan Media Aplikasi dalam Meningkatkan Brand Awareness Konsumen (Studi Kasus Aplikasi GO-JEK di Smartphone)  

Oleh:

Kusumastuti, Retno Dyah ; Amanah, Shelly Nurul

Jenis: Article from Journal - ilmiah nasional
Dalam koleksi: Bina Widya: Majalah ilmiah UPN "Veteran" Jakarta vol. 26 no. 3 (Jul. 2015), page 113-127.
Topik: GO-JEK; Smartphone apps; Brand Awareness

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB24 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This research was done based on the following three factors: the technology advances, the modem society and the Jakarta traffic. Based on that, PT GO-JEK Indonesia as the brand owner of GO-JEK creates innovatively a modem system of transportation using motorcycles which is popularly called 'ojek' and nowadays becoming common things for Jakarta society. By using a new informatics Technology, GO-JEK utilizes the smartphone applications that brings a better effect to the company especially in customer awareness. There are some theories applied in this research, namely communication & public relations, efectiveness, utilization, application and Brand awareness. This is a quantitative study with an explanative survey by using sampling technique with questionnaire given to 100 persons out of the total 47.700 populations. The result on the efectiveness of GO-JEK shows that 56% or 56 out of 100 respondents give comment that the use of GO-JEK smartphone application is effective enough and for the brand awareness of GO-JEK shows that 62 respondents or 62% said me: it is in good level. It is advisable to PT. GO-JEK Indonesia or GO-JEK to keep being innovative and giving good services such as the safetiness and comfortableness for their customers and give them more promotions so that the end customers would take GO-JEK as their top of mind brand.

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