Indra Ceramic Branding Process and Consumer Brand Perception

Abstract

This research aims to 1) study the influence of branding and marketing communication on the level of brand awareness of Intraceramic consumers, 2) study the influence of branding and marketing communication on the level of brand association of Intraceramic consumers, 3) study the influence of branding and marketing communication on the level of brand quality perception of Intraceramic consumers, and 4) study the influence of branding and marketing communication on the level of brand loyalty of Intraceramic consumers. The instrument used was a questionnaire, which was developed by the researcher based on the conceptual framework from the study of theoretical concepts, documents, and related research. The data were analyzed by finding the mean and standard deviation.

          The results of the research revealed that the evaluation of the branding process and brand awareness was at a high level (x̄ = 3.98, S.D. = 0.46). The two main factors, brand creation and marketing communication, had a statistically significant positive influence (p < 0.05) on brand awareness in four dimensions: brand awareness, perceived quality, brand association, and brand loyalty. Both factors have similar influence on brand loyalty (β = 0.422 and 0.419, respectively).