Brand Awareness and Brand Association in Continuing Studies at Open and Distance Higher Education

Sri Sediyaningsih, Ace Sriati Rachman, Lidwina Sri Ardiasih, Gunawan Wiradharma, Melisa Arisanty

Abstract


Distance Education has great potential to become a model for the world's future education. The rapid development of technology, the demands of the global professional world, as well as various extraordinary events, such as the COVID-19 pandemic which could recur at any time, are the main reasons for the need to implement distance education. Therefore, to maintain the existence of distance education, research is needed that can look at perceptions of brand equity, namely brand awareness and brand association with perceived quality. This research aims to explain how society accepts open and distance state colleges, particularly among students in Indonesia. The research subjects were 812 respondents obtained through probability sampling using multistage random sampling from three regions in Indonesia, namely Vocational High School Bina Warga Bandung representing western Indonesia, Public High School 16 Makassar representing Central Indonesia, and Public High School 1 Jayapura representing the eastern part of Indonesia. The results of the research show that there is a strong relationship between brand awareness and community brand association on the desire to continue studying at open and distance higher education institutions. This research providing recommendations for PTJJ should not only focus on promotion/marketing strategies to increase interest in continuing community studies at PTJJ but also focus on strategies that can increase brand equity.


Keywords


brand equity; brand awareness; brand association; open and distance higher education

Full Text:

PDF

References


aaker, D. (2013). Manajemen Pemasaran Strategi (Edisi Ke-8). Salemba Empat.

Anhar, A. (2019). Pengaruh Brand Awareness Dan Brand Association Merek Brodo Terhadap Minat Beli Konsumen Di Kota Malang. Universitas Brawijaya.

Arianty, N., & Andira, A. (2021). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50.

Armstrong, K. &. (2010). Dasar-Dasar Pemasaran. Perhalindo.

Brace, I. (2018). Questionnaire Design: How To Plan, Structure And Write Survey Material For Effective Market Research. Kogan Page Publishers.

Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. (2007). A Longitudinal Analysis Of Customer Satisfaction And Share Of Wallet: Investigating The Moderating Effect Of Customer Characteristics. Journal Of Marketing, 71(1), 67–83.

Cresswell, J. . (2018). Research Design: Qualitative, Quantitative And Mixed Methods Approach. Sagee.

Dapo.Kemdikbud.Go.Id. (2022). Data Pokok Pendidikan Tahun 2022. Dapo.Kemdikbud.Go.Id

Dimitriades, Z. S. (2006). Customer Satisfaction, Loyalty And Commitment In Service Organizations: Some Evidence From Greece.

Erviana, I. P. (2013). Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Loyalitas Merek Terhadap Ekuitas Merek (Survei Pada Warga Perumahan Joyo Grand Konsumen Air Minum Kemasan Merek Aqua Di Kota Malang). Jurnal Administrasi Bisnis, 4(2).

Fedora, S. D., & Hudiyono, R. F. (2019). Analisis Pemangku Kepentingan (Stakeholder) Pada Unit Hubungan Masyarakat (Humas) Dan Kesekretariatan Pt Semen Padang. Jurnal Administrasi Bisnis Terapan, 2(1).

Fisk, R., & Hume, M. (2007). Services Marketing. John Wiley & Sons.

Hayati, A., Yusuf, A. M., & Asnah, M. B. (2020). Contribution Of Self Control And Peer Conformity To Consumptive Behavior. International Journal Of Applied Counseling And Social Sciences, 2(1), 16–24.

Insider, L. (N.D.). Open Distance Learning. In Law Insider.

Irvanto, O., & Sujana, S. (2020). Pengaruh Desain Produk, Pengetahuan Produk, Dan Kesadaran Merek Terhadap Minat Beli Produk Eiger. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 105–126.

James, D. (2005). Guilty Through Association: Brand Association Transfer To Brand Alliances. Journal Of Consumer Marketing, 22(1), 14–25. Https://Doi.Org/Http://Dx.Doi.Org/10.1108/07363760510576518

Jung, I. (Ed. ). (2019). Open And Distance Education Theory Revisited: Implications For The Digital Era. Singapore: Springer.

Koçoğlu, C., Tengilimoğlu, D., Ekiyor, A., & Güzel, A. (2015). The Effects Of Brand Loyalty On The Consumer Buying Behaviors: The Example Of Perfume In The Province Of Ankara. International Journal Of Humanities And Management Sciences (Ijhms), 3(5).

Kotler, P. & K. (2014). Marketing Management (14th Editi). Pearson Education, Inc.

Lin, Y. H. (2015). Innovative Brand Experience’s Influence On Brand Equity And Brand Satisfaction’. Journal Of Business Research, 68, 2254–2259.

Lu, A. C. C. Et Al. (2015). Authenticity Perceptions, Brand Equity And Brand Choice Intention: The Case Of Ethnic Restaurants. International Journal Of Hospitality Management, 50, 36–45.

Macdonald, E. K., & Sharp, B. M. (2000). Brand Awareness Effects On Consumer Decision Making For A Common, Repeat Purchase Product: A Replication. Journal Of Business Research, 48(1), 5–15.

Martini, E., & Suryana, M. F. (2021). Pengaruh Brand Awareness, Brand Association Dan Perceived Quality Smartphone Realme Terhadap Minat Pembelian Konsumen Di Indonesia. Eproceedings Of Management, 8(5).

Moisescu, O. I. (2009). The Importance Of Brand Awareness In Consumers’buying Decision And Perceived Risk Assessment. Management & Marketing-Craiova, 1, 102–110.

Montano, D. E., & Kasprzyk, D. (2015). Theory Of Reasoned Action, Theory Of Planned Behavior, And The Integrated Behavioral Model. Health Behavior: Theory, Research And Practice, 70(4), 231.

Moore, M. G., & Kearsley, G. (2011). Distance Education: A Systems View Of Online Learning. Cengage Learning.

Muhammad, Suyadi, I., & Fannani, D. (2014). Pengaruh Brand Awareness, Brand Association, Perceived Quality Dan Brand Loyalty Terhadap Brand Equity. Jurnal Administrasi Bisnis, 7(2).

Peters, O. (2001). Learning And Teaching In Distance Education: Pedagogical Analyses And Interpretations In An International Perspective. Psychology Press.

Polit, D. F., Beck, C. T., & Hungler, B. P. (2001). Evaluating Measurements And Data Quality. Essentials Of Nursing Research: Methods, Appraisal, And Utilization, 301–324.

Prasetia, W. (2021). Pengaruh Brand Awareness , Brand Association , Perceived Quality Dan Brand Loyalty. Universitas Islam Indonesia.

Rangkuti, F. (2004). The Power Of Brand: Teknik Mengelola Brand Equity Dan Strategi Pengembangan Merek. Pt Gramedia Pustaka Utama.

Santoso, Cynthia R. & Cahyadi, T. E. (2014). Analyzing The Impact Of Brand Equity Towards Purchase Intention In Automotive Industry: A Case Study Of Abc In Surabaya. Ibuss Management, 2(2), 29–39.

Sasmita, J., & Suki, N. M. (2015). Young Consumers’ Insights On Brand Equity: Effects Of Brand Association, Brand Loyalty, Brand Awareness, And Brand Image. International Journal Of Retail & Distribution Management.

Sewart, D. (2014). Through The Mirror Of Icde: From Corresponden To Distance To Online.

Shabbir, M. Q. . K. A. A. . & K. S. R. (2017). Shabbir,Brand Loyalty Brand Image And Brand Equity: The Mediating Role Of Brand Awareness. International Journal Of Innovation And Applied Studies, 19(2), 416.

Siregar, I. S. (2016). Metode Penelitian Kuantitatif: Dilengkapi Dengan Perhitungan Manual Dan Spss. Kencana.

Soegoto, A. S. H. K. (2020). Competitive Strategy Analysis To Increase Consumer Purchasing Decisions On Minimarket Business. Etikonomi, 19(1). Http://Journal.Uinjkt.Ac.Id/Index.Php/Etikonomi/Article/View/14337

Sugiyono. (2017). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Alfabeta.

Sundjoto, S., & Hadi, A. S. (2012). Pengaruh Citra Merek dan Kesadaran Merek Terhadap Ekuitas Merek Susu Cair dalam Kemasan “Frisian Flag”. 11(1), 1–21.

Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939.

Wicaksono, S. A. (2015). Pengaruh Merek dan Desain Terhadap Minat Beli Konsumen (Studi Kasus Konsumen Sepeda Motor Honda CS One pada Dealer 54 Motor Pekalongan). Universitas Negeri Semarang.




DOI: https://doi.org/10.31315/jik.v21i3.8843

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Jurnal Ilmu Komunikasi



 Jurnal Ilmu Komunikasi indexed by:

   

Copyright of Jurnal Ilmu Komunikasi ISSN 1693-3028 (print), ISSN 2407-8220 (online)

Alamat:

Kampus II UPN "Veteran" Yogyakarta, Jl. Babarsari 2, Tambakbayan, Yogyakarta 55281
Phone: (0274)485268

Fax: (0274)487147

Email: [email protected] 

Web Analytics View My Stats