Strategi brand positioning wakaf uang berdasarkan analisis brand image pada umat islam di jakarta dan sekitarnya = Strategy of cash waqf brand positioning based on brand image analysis to Moeslem people around Jakarta City
| Main Authors: | Tavianto, author, Add author: Nasution, Mustafa Edwin, supervisor, Add author: Hardius Usman, supervisor, Add author: Mochamad Muslich, examiner, Add author: M. Cholil Nafis, examiner |
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| Format: | Masters Bachelors |
| Terbitan: |
Universitas Indonesia
, 2009
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| Subjects: | |
| Online Access: |
https://lib.ui.ac.id/detail?id=125642 |
Daftar Isi:
- Penelitian ini bertujuan untuk mengetahui bagaimana menetapkan brand positioning dari wakaf uang dengan melalui analisis brand image pada umat Islam di Jakarta dan sekitarnya. Fakta bahwa citra wakaf uang masih rendah di mata umat Islam menjadi alasan dilakukan penelitian ini. Metode statistik yang dipergunakan adalah analisis faktor. Salah satu hasil kesimpulan adalah masih banyak umat Islam yang belum pernah mendengar tentang wakaf uang. Selain itu wakaf masih dipersepsi hanya dilakukan oleh orang kaya yang memiliki harta berlebih. Dalam hal penetapan positioning, sebaiknya diposisikan berdasarkan high touch positioning yaitu penetapan posisi berdasarkan sentuhan tingkat tinggi melalui pendekatan emosional berupa kesolehan beragama. <hr> This research aims to observe how to define brand positioning in cash waqf by using brand image analysis to Moeslem people around Jakarta city. The reason of this reasearch is the fact that cash waqf understanding among Islamic community still lower. Statistic method which is used is the factor analysis. One of the conclusions is that there is still a few moslem who knew on cash waqf. Cash waqf has known as an act done by rich people who has an excess money. So in its positioning it is better to be based on high touch positioning that is positioning based on emotional approach such as a good religious.