PENGARUH LOGO TERHADAP KESADARAN MEREK (STUDI KUANTITATIF LOGO NIKE DI KOSTUM MANCHESTER UNITED PADA KOMUNITAS FANS MANCHESTER UNITED YOGYAKARTA)

AHMAD ARRIVAL SAFRIAN, NIM. 08730051 (2015) PENGARUH LOGO TERHADAP KESADARAN MEREK (STUDI KUANTITATIF LOGO NIKE DI KOSTUM MANCHESTER UNITED PADA KOMUNITAS FANS MANCHESTER UNITED YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

This research titled The Effect of Logo Against Brand Awareness (Quantitative Study of Nike Logo Costume Manchester United By Fans of Manchester United Community Yogyakarta). The background of this research is Nikealready a supplier of sports costume Manchester United since 2002. However, in the Top Brand Index 2012 Nike just in second ranks in the category of sports shoes. Brand awareness is one factor in determining the Top Brand Index. Based on this background, this study sought to determine how the influence of the Nike logo on the costume Manchester United against brand awareness among United Jogjakarta Indonesia. The formulation of the problem to be studied by researchers is how much influence the Nike logo on the costume Manchester United against brand awareness among United Jogjakarta Indonesia. This study uses the theory of the logo, the scope of a good logo and brand awareness theory, the level of brand awareness in the minds of consumers. Besides, it is also supported by the theory of communication (Grand Theory). The method used in this study is a quantitative method. Data were obtained by using a questionnaire. Statistical analysis technique used is the technique of Pearson Product Moment Correlation using SPSS 17.00 for windows. Based on the results of hypothesis testing showed the product moment correlation is 0.654. When compared with r table used is 0.197, then the result is greater than the correlation coefficient r table (0.654> 0.197). The conclusion of this study showed a correlation between the independent variables (nike logo) on the dependent variable (brand awareness) so that the hypothesis proposed in this study can be accepted. The results of the analysis refers to the interpretation of Guilford Correlations showed a significant relationship between the Nike logo on the brand awareness in the community of the United Jogjakarta Indonesia.

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