Kusumaningrat, Marisabella and Hidayat, Nila K. (2017) Analysis Of Factors Influencing Brand Awareness Of Xiaomi Smartphones In Jakarta. Bachelor thesis, Swiss German University.

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Abstract

There is no doubt that information and communication technologies (ICT) are growing rapidly in this globalization era, especially smartphone. The sales performance of Xiaomi in Jakarta kept increasing from 2014 to January 2017. However, it has never been awarded as the top smartphone brand. Therefore, this research aims to determine the most influencing factor of brand awareness and to develop a strategy to increase Xiaomi brand awareness. The data is collected by quantitative and qualitative approach. The quantitative data is generated by distributing questionnaire to 100 respondents in Jakarta. Meanwhile, the qualitative data is gained by in-depth interview with the representative of Xiaomi Jakarta. The findings of this research is customer engagement positively influence brand awareness. The strategy to increase Xiaomi brand awareness includes enabling customers to get points every time they download Xiaomi’s application, helding online contests to stimulate the online traffic and encouraging customers to upload photos, videos and stories about Xiaomi smartphones.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Awareness; Content; Creativity; Customer Engagement
Subjects:	H Social Sciences > HF Commerce > HF1040 Commodities. Commercial products H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5101 Telecommunication
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	09 May 2020 13:51
Last Modified:	09 May 2020 13:51
URI:	http://repository.sgu.ac.id/id/eprint/175

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