KESADARAN MEREK (BRAND AWARENESS) PENGGUNA PRODUK TELKOMSEL DI UNIVERSITAS DIPONEGORO SEMARANG TERHADAP JARINGAN TELKOMSEL 4G LTE NATIONS

Abstract

Based on data which published by Ministry of Communication and Information in November 2015 about the number of 4G network users, showed that the number of Telkomsel 4G network users are on the second position and under their competitors, that is XL Axiata. As the largest telecommunications provider and the first to launch 4G LTE network services commercially in Indonesia of course this is a problem for Telkomsel. To face that problem Telkomsel need their brand awareness activities, but before it, needs to do a study to determine the level of brand awareness to brand customers Telkomsel 4G LTE network. So, the goal of this research is to know the level of brand awareness Telkomsel network users about Telkomsel 4G LTE Nations Networl. This research using quantitative descriptive method with data collection tools in the form of a questionnaire. The technique used in this study is nonprobability sampling with selected samples using incidental sampling technique. Telkomsel 4G LTE Nations network brand awareness research use list of quest on quesioner which spreaded to 40 respondents. Where the results of this research will be classified into 4 (four) levels of brand awareness that is Unware of brand or does not recognize the brand in question, brand recognition or introduce level, brand recall or the level where respondents can remind brand meant without anything assistance, and the top of mind or the highest level in the pyramid brand awareness at this level where on this level the brand has built on respondents mind. The result shows that the majority of respondents had a level of brand recall or the level where respondents can remind brand meant without anything assistance. Brand recall is the highest level after top of mind on pyramid brand awareness. It can be conclude, the respondents were at the level of brand recall and concluded that the cause of the number of network users Telkomsel 4G LTE Nations is still below its competitors because of the brand networks of Telkomsel 4G LTE Nations yet to be at the top of mind of users and of course it was due to lack of activities brand awareness for increase the level of awareness of users to the network.