ANALYSIS OF FACTORS INFLUENCING PRESIDENT UNIVERSITY STUDENT LOUNGE BRAND IMAGE TO BE BRAND REJUVENATION DETERMINANT (CASE STUDY OF PRESIDENT UNIVERSITY STUDENTS)

Abstract

This research aims to identify factors which influence the brand image of President University Student Lounge to be brand rejuvenation determinant by using measurement of the brand image elements of Philip Kotler: favorability of brand association, strength of brand association, and uniqueness of brand association. The research is using a quantitative analysis. Data were gathered from 102 respondents of President University students who know the existence of President University Student Lounge by doing pilot-study to 15 respondents. The results indicated that two of three variables of brand image elements have significant influence to the brand image of President University Student Lounge which is favorability of brand association and strength of brand association. The research found out that the website is lack of up to date content, unable to facilitate students in learning process and also in providing information regarding the university’s organization. Besides that, it was discovered that the students considered the website address of President University Student Lounge is hard to be pronounced and remembered that makes the students infrequently open the site. In conclusion to answer the statement of the problem, the researcher used the two variables of brand image elements which have significant influence to the brand image of President University Student Lounge and interpret the primary data. This research finally reveals the factors which influence the brand image of President University Student Lounge to be brand rejuvenation determinant.