Aini, Widya Chury (2018) STRATEGI BRAND POSITIONING TRANSPORTASI ONLINE DI KOTA MALANG (Studi pada Manajemen Ojek Baper). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

The development of online transportation nowadays quite rapid, there are so many business online transportations spread in Malang City. Ojek Baper is one of the online transportation in Malang City since 2015. There are many competitors in the same business, that make Ojek Baper must choose a good brand positioning to make Ojek Baper still on the consumer’s mind. This research is to know brand positioning strategic that’s Ojek Baper done. Paul Temporal in Sabrina tells that there are 12 brand positioning strategic that can be used by the corporation. In this research, the researcher uses qualitative approach, with the descriptive type research, and the basic research of case study. The research subject is determined by purposive sampling technic, where the chosen subject is based by the criteria that is determined by the researcher. There have been chosen six managements of Ojek Baper as a research subject. The data collection technic are got by interview’s data and documentation’s. Based of the result of research is know that from 12 brand positioning strategic that’s showed by Paul Temporal, there are six strategic that have been done by Ojek Baper, they are features and attributes, benefits, problem solving, aspiration, personality, and emotion. From the strategic that have been done, can be known the whole brand positioning strategic that have been chosen by Ojek Baper adjusted with the segmentation target, that is university student.

Item Type:	Thesis (Undergraduate (S1))
Student ID:	201310040311318
Keywords:	Marketing Communiation, Brand Positioning, Online Transportation
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User:	Retno Widiyastuti Ika Wijaya
Date Deposited:	26 Nov 2018 03:37
Last Modified:	26 Nov 2018 03:37
URI :	http://eprints.umm.ac.id/id/eprint/40772

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