The Influence of Partai Solidaritas Indonesia (PSI) Positioning Toward Brand Awareness on Novice Voters in West Java

Jasmine Alya Pramesthi, Berlian Primadani Satria Putri

Abstract


If the positioning of a political party has been deemed right on target, of course, the target market targeted by the political party feels familiar or aware of the presence of the political party, especially if the political party is newly established to bring up brand awareness of the political party. One of the new political parties competing in the 2019 General Election is the Indonesian Solidarity Party (PSI). As a new participant party in the 2019 General Election, PSI tried to form a position in the minds of the public as a millennial party. The purpose of this study was to determine the positioning of PSI as measured by positioning dimensions, namely the points of difference and points of parity that have an influence on brand awareness as measured by its level, namely unaware brand, brand recognition, brand recall, and top of mind in the novice voter in West Java. This research uses quantitative research methods with the type of inferential research. Data from this study were distributed through online questionnaires. The sampling technique of this study is probability sampling with a simple random sampling method. Data were analyzed using a simple linear regression test through the IBM SPSS version22. From the results of data analysis that has been done shows that the positioning of PSI (X) significantly influences brand awareness of 0.44 or 44% while 56% of other factors are not explained in this study.

Full Text:

PDF

References


Aaker, D. (2014). Aaker on Branding.

Jakarta: Gramedia Pustaka Utama.

Abdalla, F. (2018). KPU Sebut Jumlah

Pemilih Pemula 1,2 Juta Jiwa.

Retrieved from

https://mediaindonesia.com/read/de

tail/177343-kpu-sebut-jumlahpemilih-pemula-12-juta-jiwa

Darmawan, D. (2014). Metode Penelitian

Kuantitatif. Bandung: PT Remaja

Posdakarya.

Handayani, D. (2010). The official MIM

Academy Coursebook Brand

Operation. Jakarta: Esensi

Erlangga Group.

Hikmawati, F. (2017). Metodologi

Penelitian. Depok: Rajawali Pers.

Keller, K. L. (2013). Strategic Brand

Management: Building,

Measuring, and Managing Brand

Equity. New Jersey: Prentice Hall.

Mustafidah, & Taniredja, T. (2011).

Penelitian Kuantitatif (Sebuah

Pengantar). Bandung: Alfabeta.

Partai Solidaritas Indonesia. (2018).

Mengenal PSI, Partai Milenial

Peserta Baru di Pemilu 2019.

Retrieved from

https://psi.id/berita/2018/02/20/me

ngenal-psi-partai-milenial-pesertabaru-di-pemilu-2019/

Sekaran, U. (2006). Metode Penelitian

Untuk Bisnis 1. (4th ed). Jakarta:

Salemba Empat.

Sugiyono. (2011). Metode Penelitian

Kuantitatif, Kualitatif dan R&D.

Bandung: Alfabeta.

Sugiyono. (2014). Metode Penelitian

Kuantitatif, Kualitatif dan R&D.

Bandung: Alfabeta.

Surachman, S. A. (2008). Dasar-Dasar

Manajemen Merek. Malang:

Bayumedia Publishing.




DOI: http://dx.doi.org/10.31506/jrk.v10i2.6562

Refbacks

  • There are currently no refbacks.




Recent Issues


        Vol. 13 No. 1 2022        Vol. 12 No. 2 2021        Vol. 12 No. 1 2021       Vol. 11 No. 2 2020        Vol. 11 No. 1 2020

 

 

 

Common License
Journal Publisher
Publisher Address

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Jurnal Riset Komunikasi is published by Department of Communication Science, Faculty of Social and Political Science, Sultan Ageng Tirtayasa University


Jl. Raya Palka Km 3 Sindangsari, Pabuaran, Kab. Serang Provinsi Banten., Ilmu Komunikasi, FISIP, Universitas Sultan Ageng Tirtayasa, Kampus Pakupatan, Serang, Banten, Indonesia.

Telepon/Fax: (0254) 280330,
Email: [email protected]


View My Stats