Customer Base Brand of Open Distance Learning

DOI

10.2991/aebmr.k.200522.032How to use a DOI?

Keywords

customer base, brand, equity, PTTJJ, Jayapura

Abstract

Priority Brand equity is very important especially in the college service business. Continuity of the life cycle Brand equity must be continually improved so that the effectiveness of the brand’s existence and brand recognition continues to form a positive image for customers and prospective customers. Because consumers who trust and loyalty show brand loyalty can strengthen and spearhead marketing. The purpose of this study is 1) Knowing the level of significance of each element of the brand equity variable in building the Open University brand equity, 2) Knowing the series of promotional programs that have been carried out, their strengths and weaknesses and whether those efforts have shaped the image desired by management and 3) To find out whether the UT promotional effort is able to increase customer loyalty. The research method used is a Likert scale through the Rangkuti theory approach and brand equity analysis developed Aker and Duriato. The population consisted of UT students from 2010-2018 and the people represented by the sample workers obtained were 104 students and 44 from the community. Good service quality can make a positive effect on the UT brand image. The strength of the UT brand is good enough. It can be proven that to form an image and has been formed is easy to remember. UT is known by distance learning that distinguishes from lectures like conventional campuses. The image of the brand is associated with a positive attitude in the form of beliefs and preferences towards a brand. Students and non-students who have a positive image of a brand will be more likely to have an interest in repurchasing.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dodik Dirbaya Sakti
AU  - Deni Surapto
PY  - 2020
DA  - 2020/05/25
TI  - Customer Base Brand of Open Distance Learning
BT  - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019)
PB  - Atlantis Press
SP  - 156
EP  - 161
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200522.032
DO  - 10.2991/aebmr.k.200522.032
ID  - Sakti2020
ER  -