Available online at www.sciencedirect.

com

ScienceDirect
Procedia - Social and Behavioral Sciences 219 (2016) 134 – 139

UG*OREDO&RQIHUHQFHRQ%XVLQHVVDQG6RFLDO6FLHQFH*&%66'HFHPEHU
.XDOD/XPSXU0DOD\VLD

7KH(IIHFWLYHQHVVRI9LVXDOL]DWLRQWKH/RJRWRZDUGV%UDQG
$ZDUHQHVV
&XVWRPHU6XUYH\VRQSURGXFW³3HWHU6D\V'HQLP´
%XQJD,QGDK%D\XQLWULD 6DYLWUL3XWULE
a,b
Widyatama University, Cikutra Street 204 A, Bandung, Indonesia

$EVWUDFW

7KHFRPSDQLHVDUHFRPSHWLQJWRFUHDWHWKHSURGXFWPRUHFUHDWLYHDQGLQQRYDWLYH,QSURGXFWGHYHORSPHQWQHHGVPDUNHWLQJVWUDWHJ\
WRLQFUHDVHVDOHVRIWKHSURGXFWE\XVLQJORJR/RJRLVRQHRIWKHHIIHFWLYHLGHQWLILHGDQGUHPHPEHUHGE\PDQ\SHRSOH3HWHU6D\V
'HQLP36'LVRQHRIWKHEHVWJOREDOEUDQGGHQLPLQ,QGRQHVLD$OPRVWHYHU\RQHDW%DQGXQJKDVNQRZQDERXW36'ORJR7KLV
UHVHDUFKLVGHVFULSWLYHDQDO\VLVDQGFDXVDOUHVHDUFKE\XVLQJDUHJUHVVLRQDQDO\VLVFRUUHODWLRQK\SRWKHVLVWHVWLQJZLWKWKHWWHVWIRU
SDUWLDODQG)WHVWIRUVLPXOWDQHRXV7KHUHVXOWLVYLVXDOL]DWLRQORJRLVHIIHFWLYHDQGVLJQLILFDQWLQIOXHQFHGRQEUDQGDZDUHQHVV

© 2016 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
‹7KH$XWKRUV3XEOLVKHGE\(OVHYLHU/WG
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
3HHUUHYLHZXQGHUUHVSRQVLELOLW\RIWKH2UJDQL]LQJ&RPPLWWHHRIWKHUG*&%66
Peer-review under responsibility of the Organizing Committee of the 3rd GCBSS-2015

Keywords:%UDQG%UDQG$ZDUHQHVV(IIHFWLYHQHVV/RJRDQG9LVXDOL]DWLRQ

,QWURGXFWLRQ

(YHU\FRPSDQ\LVPDNLQJDSURGXFWPRUHFUHDWLYHDQGLQQRYDWLYHLQRUGHUWRZLQWKHWLJKWFRPSHWLWLRQLQWKHHUD
RIJOREDOL]DWLRQ7KHDOWHUQDWLYHZD\LVFUHDWHDFUHDWLYHORJRRISURGXFWRUFRPSDQ\EHFDXVHWKHORJRLVDV\PERO
WKDWUHSUHVHQWVWKHILJXUHLPDJHRUWKHH[LVWHQFHRIDFRPSDQ\RUDSURGXFWWKDWFDQJHQHUDWHDVWURQJVXJJHVWLRQWR
EXLOGWUXVWVHQVHRIEHORQJLQJDQGPDLQWDLQWKHFRPSDQ\
VLPDJH


&RUUHVSRQGLQJDXWKRU7HO
E-mail address:EXQJDLQGDK#ZLG\DWDPDDFLG

1877-0428 © 2016 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
Peer-review under responsibility of the Organizing Committee of the 3rd GCBSS-2015
doi:10.1016/j.sbspro.2016.04.054
 Bunga Indah Bayunitri and Savitri Putri / Procedia - Social and Behavioral Sciences 219 (2016) 134 – 139 135

%XWVRPHWLPHVEDVHGRQRXUYLHZDVDFXVWRPHUZHIRXQGWKHORJRRIDSURGXFWGLGQRWUHIOHFWWKHFRPSDQ\
V
LGHQWLW\7KHFXVWRPHU¶VSHUFHSWLRQIURPWKHLQWHUSUHWUHVXOWVRIDYLVXDOORJRVKRXOGEHDQLPSRUWDQWFRQFHUQIRUWKH
FRPSDQ\EHFDXVHWKHORJRLVWKHLQLWLDOLQWURGXFWLRQSURGXFWWRWKHFXVWRPHUV
%DQGXQJ LV RQH RI WKH WRXULVP FLWLHV QRW RQO\ KDYH QDWXUDO DWWUDFWLRQV EXW DOVR FXOWXUDO DQG FXOLQDU\ WRXULVP LQ
,QGRQHVLDDQGQRZHYROYHGLQWRDVKRSSLQJWRXUWKDWSURGXFHFUHDWLYHSURGXFWVHVSHFLDOO\LQWKHIDVKLRQEXVLQHVV
VHFWRU/RFDOUHYHQXHUHDFK5SWULOOLRQ5SWULOOLRQIRUEDODQFHIXQGVDQGRWKHUOHJLWLPDWHLQFRPHDURXQG5S
 WULOOLRQ %DQGXQJ 5D\D  ZKLFK GHULYHG IURP ORFDO WD[HV FRQVLVW RI WD[HV RQ IDVKLRQ SURGXFW KRWHO
UHVWDXUDQWHQWHUWDLQPHQWELOOERDUGVSDUNLQJDQGVRRQ
7KHVHRSSRUWXQLWLHVDUHQRWZDVWHGE\IRXQGHU³3HWHU6D\V'HQLP´36'QDPHG3HWHU)LUPDQV\DKZKLFKZDV
HVWDEOLVKHGLQ1RYHPEHULQ%DQGXQJ36'LVRQHRIWKHEHVWZRUOGZLGHGHQLPEUDQGVLQ,QGRQHVLD7KHSURGXFWV
KDYHEHHQPDUNHWHGHVSHFLDOO\LQ(XURSH$PHULFDDQG&DQDGD7KLVEUDQGKDVHYHQEHHQXVHGE\IDPRXVEDQGVLQ
WKHVHFRXQWULHV.RPSDVLDQD
'DUHWRSHQHWUDWHIRUHLJQPDUNHWVZLWKWKHEHVWTXDOLW\ZKLFKLVWKHNH\WRWKHVXFFHVVRI3HWHU)LUPDQV\DK%\
FRRSHUDWLQJZLWKIDPRXVEDQGVWKHVDOHVRI36'SURGXFWVVSHFLDOO\WKHPDLQSURGXFWLVGHQLPRUMHDQVLVYHU\KLJK
DQGWKHWXUQRYHULVHVWLPDWHGUHDFKKXQGUHGVRIPLOOLRQUXSLDKSHUPRQWK7KHMHDQVSULFHDYHUDJHDERXW5S
WR5SSHUSLHFH7KURXJKLWVRQOLQHVLWH36'LVNQRZQLQWKH8QLWHG6WDWHV&DQDGD$XVWUDOLD6LQJDSRUH
DQG0DOD\VLD$OWKRXJKUHOXFWDQWWRPHQWLRQWXUQRYHUKHLVWDUJHWLQJQH[W\HDUFRXOGKDYHVFRUHGDWXUQRYHURI86'
ELOOLRQSHUPRQWK.RQWDQ&R,G1RZWKHSHRSOHLQ,QGRQHVLDHVSHFLDOO\OLYHLQ%DQGXQJEHJDQWRUHFRJQL]H
WKHEUDQG36'E\MXVWORRNLQJRQWKHORJR
%DVHG RQ WKH DERYH GLVFXVVLRQ WKH DXWKRUV DQDO\]H WKH HIIHFWLYHQHVV RI YLVXDOL]DWLRQ RI ORJR WRZDUG WKH EUDQG
DZDUHQHVVORJRE\XVLQJ³36'´EUDQGDVDSURGXFWVRWKHDXWKRUJLYHVWKHWLWOHGRIWKLVUHVHDUFKLV7KH(IIHFWLYHQHVV
2I9LVXDOL]DWLRQWKH/RJR7RZDUGV%UDQG$ZDUHQHVV&XVWRPHU6XUYH\2Q3HWHU6D\V'HQLP3URGXFWV´

7KHRULWLFDO%DFNJURXQG

$FFRUGLQJWR'DYLG(&DUWHUH[SODLQVWKDWORJRLVWKHLGHQWLW\RIDFRPSDQ\LQDYLVXDOIRUPZKLFKLV

DSSOLHGLQDZLGHUDQJHRIIDFLOLWLHVDQGDFWLYLWLHVRIFRPSDQ\DVDIRUPRIYLVXDOFRPPXQLFDWLRQ7KHORJRFDQDOVR
EH FDOOHG D V\PERO WUDGHPDUN ZKLFK VHUYHV DV D V\PERO RI SHUVRQDO DQG EXVLQHVV LGHQWLW\ IRU WKH FRPSDQ\
9LVXDOL]DWLRQORJRLVDIRUPRILPDJHVWH[WFRORUVV\PEROVJUDSKLFVDQGRWKHUZKLFKLVFDQEHVHHQE\VLJKWVHQVHV
RIKXPDQIRUVLPSOLI\LQLGHQWLI\LQJRISURGXFWDQGUHPHPEHUHGE\PDQ\SHRSOH
/RJR FUHDWHG WR SURYLGH XVHIXO EHQHILW ZLWK VRPH FRQVLGHUDWLRQV DERXW KRZ JRRG ORJR FRPSRVHG 7KHVH
FRQVLGHUDWLRQVVKRXOGEHLQFOXGHGLQWKHORJRE\'DYLG(&DUWHUFLWHG$GL.XVULDQWRDUH

• 2ULJLQDO  GLVWLQFWLYH 7KH ORJR PXVW KDYH GLVWLQFWLYHQHVV XQLTXHQHVV DQG FOHDU GLVWLQJXLVKHV IURP WKH RWKHU
FRPSHWLWRUV7KHUHIRUHLWWDNHVKLJKFUHDWLYLW\WRNHHSWKHDXWKHQWLFLW\RURULJLQDODOVRWRDYRLGIURPLPSHUVRQDWLRQ
RIORJRWKDWKDGPDQ\KDSSHQVEHIRUH
• /HJLEOH/RJRDUUDQJHGWRKDYHDKLJKOHJLELOLW\DOWKRXJKDSSOLHGLQDYDULHW\RIVL]HVDQGGLIIHUHQWPHGLD7KH
GHYHORSPHQW RI PHGLD LV TXLWH UDSLG QRW RQO\ LQ WKH SULQW PHGLD EXW RWKHU PHGLD VXFK DV WVKLUWV EDQQHUV RU
VSHFLILFVLWHV6RWKDWPXVWEHFRQVLGHUHGZKHQPDNLQJWKHORJRQRWRQO\WKHTXDOLW\RIWKHFRORUDQGVW\OHEXWD
KLJKUHVROXWLRQWREHDSSOLHGXVLQJWKHWHFKQRORJ\WRDOONLQGVRIGLIIHUHQWPHGLD
• 6LPSOH7KHORJRLVPDGHVLPSOHIRUHDVLO\FDSWXUHGDQGXQGHUVWRRGLQDVKRUWWLPHE\DFXVWRPHU$QRWKHUDLPLV
LQRUGHUWREULQJXQLTXHO\ORJRZLWKRXWH[FHVVLYHGHVFULEHG
• 0HPRUDEOH)XUWKHUPRUHVWLOODERXWVLPSOHDORJRVKRXOGEHPHPRUDEOHLQDORQJWLPHEHFDXVHRILWVXQLTXHQHVV
7KLVFDQEHDFKLHYHGE\FUHDWLQJDVLPSOHORJRDQGWKHWDUJHWVPHVVDJHLVGHOLYHUHG$OVRWKHORJRLVH[SHFWHGWR
SHUVLVWRYHUDSHULRGRIWLPHWKDWLVRU\HDUV
• (DVLO\$VVRFLDWHG:LWK7KH&RPSDQ\0DNLQJRIDORJRPXVWEHFRQQHFWHGRUDVVRFLDWHGZLWKEXVLQHVVDQGLPDJH
RIDFRPSDQ\RUDSDUWLFXODUSURGXFW7KHORJRVKRXOGQRWDOZD\VDERXWYLVXDOFRPSDQ\RUSURGXFWEXWWKHPRVW
LPSRUWDQWLVWKHVXLWDELOLW\ZLWKWKHFRPSDQ\RUSURGXFWFKDUDFWHU
• (DVLO\$GDSWDEOH)RU$OO*UDSKLF0HGLD0DNLQJWKHORJRVKRXOGFRQVLGHUDERXWHDV\RIDSSO\LQJLQDSK\VLFDO
VKDSHFRORUDQGFRQILJXUDWLRQLQYDULRXVJUDSKLFPHGLDRQSODQQLQJSURFHVV7KHW\SHVRIWKHJUDSKLFPHGLDWKDW
FDQEHXVHGDUHVLPSOHGUDZLQJFDUWRRQVSKRWRJUDSKVRUFRPLFV
136 Bunga Indah Bayunitri and Savitri Putri / Procedia - Social and Behavioral Sciences 219 (2016) 134 – 139

7KHGHILQLWLRQRIEUDQGDFFRUGLQJWRWKH$PHULFDQ0DUNHWLQJ$VVRFLDWLRQFLWHG.RWOHULVDQDPHWHUP

VLJQV\PERORUDQ\FRPELQDWLRQWKDWFDQLGHQWLI\WKHJRRGVRUVHUYLFHVRIRQHVHOOHURUJURXSWKDWFDQGLIIHUHQWLDWH
WKHSURGXFWZLWKRWKHUSURGXFWVFRPSHWLWRU$QGDFFRUGLQJWR:KHHOHU$EUDQGLVWKHQXFOHXVRIVDOHV
DQGPDUNHWLQJDFWLYLWLHVJHQHUDWLQJWRLQFUHDVHGRIWKHDZDUHQHVVDQGOR\DOW\ZKHQPDQDJHGVWUDWHJLFDOO\
$FFRUGLQJ+XPGLDQDWKHEUDQGDZDUHQHVVGHSLFWVDEUDQGSUHVHQFHLQWKHPLQGVRIFXVWRPHUVZKLFKLVD
GHWHUPLQDQWLQVHYHUDOFDWHJRULHVDQGKDVDOHDGLQJUROHLQEUDQGHTXLW\$FFRUGLQJWR$DNHUFLWHG'XULDQWR
WKDWWKHUROHRIEUDQGDZDUHQHVVRQEUDQGHTXLW\GHSHQGVRQWKHH[WHQWWRZKLFKWKHOHYHORIDZDUHQHVVLVDFKLHYHG

• %UDQGXQZDUH,VWKHORZHVWOHYHOLQWKHS\UDPLGRIWKHEUDQGDZDUHQHVVZKLFKDWWKLVOHYHOWKHFXVWRPHULVQRW
DZDUHRIWKHH[LVWHQFH
• %UDQG5HFRJQLWLRQ%UDQGUHFRJQLWLRQLVDPLQLPDOOHYHORIH[LVWHQFHWKHEUDQGDZDUHQHVV7KLVLVLPSRUWDQWZKHQ
DEX\HUFKRRVLQJDSDUWLFXODUEUDQGLQWKHEX\LQJSURFHVV
• %UDQG5HFDOO$OHYHORIUHFROOHFWLQJDEUDQGEDVHGRQFXVWRPHUGHPDQGIRUPHQWLRQHGDVSHFLILFSURGXFWEUDQG
ZLWKRXWDVVLVW
• 7RS2I0LQG$WWKLVOHYHOLIVRPHRQHDVNHGGLUHFWO\ZLWKRXWWKHKHOSRIWKHRWKHUSHUVRQWREHUHPLQGHGDQGWKDW
SHUVRQFDQFLWHDEUDQGQDPHDVZHOODVWKDWEUDQGLVWKHPRVWPHQWLRQHGILUVWE\WKHFXVWRPHUWKHQWKHOHYHOLVWRS
RIPLQG,QRWKHUZRUGVWKHEUDQGLVDPDMRUEUDQGWKDWDSSHDUVLQWKHPLQGVRIFXVWRPHUVFRPSDUHGWRRWKHUV

5HVHDUFK0HWKRG

7KLV W\SH RI UHVHDUFK LV GHVFULSWLYH DQG XVLQJ VXUYH\ PHWKRGV LQ FRQGXFWLQJ UHVHDUFK ZLWK TXHVWLRQQDLUHV
$FFRUGLQJWR8PD6HNDUDQGHVFULSWLYHUHVHDUFKDLPVWRFUHDWHDGHVFULSWLRQSLFWXUHV\VWHPDWLFSLFWXUH
IDFWXDO DQG DFFXUDWH RIIDFWV FKDUDFWHULVWLFV DQG UHODWLRQVKLSVEHWZHHQ SKHQRPHQD 7KLV W\SH RIUHVHDUFK LV DOVR D
FDXVDO UHVHDUFK W\SH ZKLFK LV LQGLFDWHV WKH GLUHFWLRQ RI WKH UHODWLRQVKLS EHWZHHQ LQGHSHQGHQW YDULDEOHV DQG WKH
GHSHQGHQWYDULDEOHDOVRPHDVXULQJWKHVWUHQJWKRIWKHUHODWLRQVKLS7KHSXUSRVHRIWKHFDXVDOUHVHDUFKLVWRLGHQWLI\D
IDFWRUHYHQWDVDYDULDEOHWKDWLVDIIHFWHGDQGWRLQYHVWLJDWHWKHYDULDEOHVWKDWLQIOXHQFH6DQJDGMLDQG6RSLDK
7KHSRSXODWLRQLQWKLVUHVHDUFKLVFXVWRPHUVZKRSXUFKDVHSURGXFWVDQGRUSURVSHFWLYHEX\HUVZKRDUHLQWHUHVWHG
LQWKHSURGXFW36'DQGGRPLFLOHGLQ%DQGXQJDOVRDJHGEHWZHHQ\HDUV7HFKQLTXHVIRUGHWHUPLQLQJWKHVDPSOH
LVDFFLGHQWDOVDPSOLQJWKDWWHFKQLTXHEDVHGRQFRLQFLGHQFHWKDWDQ\RQHZKRE\FKDQFHPHWWKHUHVHDUFKHUVFDQEH
XVHGDVDVDPSOHLILWLVGHHPHGVXLWDEOHDVDGDWDVRXUFH6XJL\RQR$WLPHVSDQWRWDNHVDPSOHVWDUWIURP
$XJXVWXQWLO2FWREHU
)RUVDPSOLQJXVHGWKHWKHRU\DFFRUGLQJWR+DLUHWDOWKDW7KHUDWLREHWZHHQWKHWRWDORIVXEMHFWVDQGWKH
WRWDORILQGHSHQGHQWYDULDEOHVLQWKHPXOWLYDULDWHDQDO\VLVLVUHFRPPHQGHGDURXQGWRVXEMHFWVSHULQGHSHQGHQW
YDULDEOH %DVHG RQ WKHVH FDOFXODWLRQV WKH VDPSOH VL]H XVHG LQ WKLV UHVHDUFK ZDV REWDLQHG WKH VDPSOH VL]H Q D
PLQLPXPRIUHVSRQGHQWV
7KH FDOFXODWLRQ IRU WKH LQIOXHQFH RI WKH LQGHSHQGHQW YDULDEOH WRZDUG WKH GHSHQGHQW YDULDEOH E\ XVLQJ OLQHDU
UHJUHVVLRQPHWKRG$QGIRUFRQFOXVLRQDQDO\]HGXVLQJDUHJUHVVLRQDQDO\VLVFRUUHODWLRQK\SRWKHVLVWHVWLQJZLWKWKH
WWHVWDQG)WHVW

5HVXOWVDQG'LVFXVVLRQ

4.1. The Effectiveness of Visualization Logo

7KHUHVXOWRIWKHHIIHFWLYHQHVVRIYLVXDOL]DWLRQRIWKHORJRRQWKHSURGXFW36'LV³9HU\(IIHFWLYH´E\PHDVXUHG
XVLQJWKHVHLQGLFDWRUV2ULJLQDO GLVWLQFWLYH/HJLEOH6LPSOH0HPRUDEOH(DVLO\$VVRFLDWHG:LWK&RPSDQ\DQG
(DVLO\$GDSWDEOHIRU$OO*UDSKLF0HGLD%DVHGRQUHVXOWRIGHVFULSWLYHDQDO\VLVDUHWKHKLJKHVWVFRUHVREWDLQHG
IURPWKH/HJLEOH0HPRUDEOHDQG(DVLO\$GDSWDEOHIRU$OO*UDSKLF0HGLDLQGLFDWRUV7KLVLQGLFDWHVWKDWWKHORJR
XVHG E\ 36' LV FRQVLGHUHG WR KDYH WKH VLPSOH VKDSH FRORU DQG FRQILJXUDWLRQ VR WKDW FDQ EH HDV\ WR FDWFK E\
FXVWRPHUVDQGKDYHDORQJPHPRU\LQWKHPLQGRIFXVWRPHUV%HVLGHVWKHXVHRIWKHORJR³36'´LVFRQVLGHUHGLQ
 Bunga Indah Bayunitri and Savitri Putri / Procedia - Social and Behavioral Sciences 219 (2016) 134 – 139 137

DFFRUGDQFHZLWKWKHLPDJH\RXZDQWWRKLJKOLJKWE\DFRPSDQ\ZKLFKLVDIRFXVRQWKH\RXQJVWHUVFXVWRPHUVZKR
DUHDFWLYHGRLQJWKHLUDFWLYLWLHV
:KLOH WKH LQGLFDWRU WKDW KDV WKH ORZHVW VFRUH  LV 2ULJLQDO DQG 'LVWLQFWLYH LQGLFDWRU 7KLV LQGLFDWHV WKDW
FXVWRPHUIHHOVWKHORJRRQWKHSURGXFWVODFNWKHFKDUDFWHULVWLFRUWKHDXWKHQWLFLW\HYHQLIWKHORJRLVDOUHDG\IDPRXV
%HFDXVHRIVRPHFXVWRPHUILQGSODJLDULVPFDVHDJDLQVWWKHPDNLQJRIORJR6RWKHFXVWRPHUIHHOVWKDWWKHSURGXFW
ORJRKDVPDQ\VLPLODULWLHVZLWKRWKHUORJRVXVHGFRPSHWLWRUV

4.2. Brand Awareness Of Customer

7KHUHVXOW RI WKHEUDQG DZDUHQHVVRI FXVWRPHU RQ WKH SURGXFW 36' LV ³9HU\ +LJK´ E\ PHDVXUHGXVLQJ WKHVH
LQGLFDWRUV%UDQGVXQZDUH%UDQG5HFRJQLWLRQ%UDQG5HFDOODQG7KH7RSRI0LQG%DVHGRQUHVXOWRIGHVFULSWLYH
DQDO\VLVDUHWKHKLJKHVWVFRUHVIURPWKH%UDQG5HFRJQLWLRQ LQGLFDWRU,WPHDQVWKDWWKHFXVWRPHUVKDYHWRNQRZ
RUUHFRJQL]HWKHEUDQGRIWKHSURGXFW7KLVUHVXOWHGIURPDJRRGPDUNHWLQJV\VWHPE\XVLQJHQGRUVHGWHFKQLTXH
ZKLFKLVYHU\VXFFHVVIXOLQLQWURGXFLQJSURGXFWVWRQDWLRQDODQGLQWHUQDWLRQDOPDUNHWV%HFDXVHWKLVSURGXFWLVIRFXVHG
RQWKH\RXWKPDUNHWWKHWDUJHWHQGRUVHGWHFKQLTXHWRDWWUDFWWKHFXVWRPHUXVLQJWKHIDPRXVLQGLHEDQGVLQ(XURSH
DQGWKH8QLWHG6WDWHVZKLFKKDVDEDVHRIIROORZHUVIDQEDVHGDUHTXLWHKLJKJOREDOO\6RWKDWZD\WKLVEUDQGRI
³36'´EHFDPHSRSXODUDPRQJ\RXQJSHRSOH
:KLOHWKHORZHVWLQGLFDWRULV7RSRI0LQGDQGWKHVFRUHLV,WPHDQVWKDWWKHFXVWRPHUVIHHOOHVVSURXGE\
XVLQJRIQDWLRQDOEUDQGSURGXFWVFRPSDUHZLWKWKHIDPRXVLQWHUQDWLRQDOEUDQG$VZHNQRZWKDWWKHOHYHORISUHVWLJH
RIWKHPRVW,QGRQHVLDQLVSURXGWRXVHLQWHUQDWLRQDOSURGXFWVWKDQGRPHVWLFSURGXFWV%XWLWLVH[SHFWHGWRRYHUVHDV
PDUNHWLQJV\VWHPLQDGYDQFHDVLWKDVEHHQDSSOLHGE\WKLVFRPSDQ\LWFDQLQFUHDVHDVHQVHRISULGHWRXVHWKHGRPHVWLF
SURGXFW

4.3. The Influence of The Effectiveness Of Visualization Logo Toward Brand Awareness of Customer

7KHIROORZLQJK\SRWKHVLVWHVWLQJDERXWDVLJQLILFDQWSRVLWLYHLQIOXHQFHRQWKHHIIHFWLYHQHVVRIYLVXDOL]DWLRQORJRRI
WKHEUDQGDZDUHQHVVRIFXVWRPHURQSURGXFWV36'E\WHVWLQJWKHFRUUHODWLRQDQGFDXVDOLW\EHWZHHQYDULDEOHVZLWK
WKHWHVWUHVXOWVDVIROORZV

7DEOH&DOFXODWLRQ5HVXOWV/LQHDU5HJUHVVLRQVariable X to Variable Y

&KDQJH6WDWLVWLFV

$GMXVWHG5 6WG(UURURIWKH 56TXDUH

0RGHO 5 56TXDUH 6TXDUH (VWLPDWH &KDQJH )&KDQJH GI GI 6LJ)&KDQJH
D
          
D 3UHGLFWRUV&RQVWDQW727$/;

)URPWKHDERYHFDOFXODWLRQVKRZVWKDWWKHFRHIILFLHQWRIGHWHUPLQDWLRQLVLWPHDQVHYHU\FKDQJHLQEUDQG
DZDUHQHVVRIFXVWRPHURQSURGXFWV36'LVLQIOXHQFHGE\WKHHIIHFWLYHQHVVRIYLVXDOL]DWLRQORJR:KLOHWKH
UHPDLQLQJLVLVH[SODLQHGE\RWKHUIDFWRUV+HUHLVDVXPPDU\RIWKHUHVXOWVRIK\SRWKHVLVWHVWLQJLQWKHWDEOH
EHORZ

7DEOH6XPPDU\UHVXOWVRIK\SRWKHVLVWHVWLQJ

+\SRWKHVLV 3DUWLDO 6LPXOWDQHRXVO\ WWDEOH 5HVXOWV
WFRXQW )FRXQW )WDEOH

7KH,QIOXHQFHRI7KH(IIHFWLYHQHVV    +UHMHFWHGDQG
2I9LVXDOL]DWLRQ/RJR7RZDUG    +DFFHSWHG
%UDQG$ZDUHQHVV  

 
138 Bunga Indah Bayunitri and Savitri Putri / Procedia - Social and Behavioral Sciences 219 (2016) 134 – 139

%DVHGRQWKHK\SRWKHVLVWHVWLQJZHFDQVHHWKDWWFRXQW>WWDEOH>DQG)FRXQW>)WDEOH>WKDW

PHDQV + UHMHFWHG DQG + DFFHSWHG PHDQLQJ WKDW WKHUH LV D VLJQLILFDQW SRVLWLYH HIIHFW RQ WKH HIIHFWLYHQHVV RI
YLVXDOL]DWLRQORJRRIWKHEUDQGDZDUHQHVVRIFXVWRPHURQSURGXFWV36'

&RQFOXVLRQVDQG6XJJHVWLRQV

5.1. Conclusions

• 7KHUHVXOWRIWKHHIIHFWLYHQHVVRIYLVXDOL]DWLRQORJRRQWKHSURGXFW36'´LVYHU\HIIHFWLYHE\XVLQJLQGLFDWRUV
2ULJLQDO GLVWLQFWLYH/HJLEOH6LPSOH0HPRUDEOH(DVLO\$VVRFLDWHG:LWK&RPSDQ\DQG(DVLO\$GDSWDEOHIRU
$OO*UDSKLF0HGLD7KHUHVXOWPHDQVWKDWWKHFXVWRPHUUHVSRQGHQWVKDGDSRVLWLYHYLHZRQWKHHIIHFWLYHQHVVRI
YLVXDOL]DWLRQORJRSURGXFW36'
• 7KHUHVXOWRIWKHHIIHFWLYHQHVVRIYLVXDOL]DWLRQORJRRQWKHSURGXFW36'´LVYHU\HIIHFWLYHE\XVLQJLQGLFDWRUV
2ULJLQDO GLVWLQFWLYH/HJLEOH6LPSOH0HPRUDEOH(DVLO\$VVRFLDWHG:LWK&RPSDQ\DQG(DVLO\$GDSWDEOHIRU
$OO*UDSKLF0HGLD7KHUHVXOWPHDQVWKDWWKHFXVWRPHUUHVSRQGHQWVKDGDSRVLWLYHYLHZRQWKHHIIHFWLYHQHVVRI
YLVXDOL]DWLRQORJRSURGXFW36'
• 7KHUHVXOWLVWKHUHLVDVLJQLILFDQWSRVLWLYHHIIHFWRQWKHHIIHFWLYHQHVVRIYLVXDOL]DWLRQORJRRIWKHEUDQGDZDUHQHVV
RIFXVWRPHURQSURGXFWV36'7KLVPHDQVWKDWHYHU\FKDQJHLQEUDQGDZDUHQHVVRIFXVWRPHURQSURGXFWV36'
ZDVLQIOXHQFHGE\WKHHIIHFWLYHQHVVRIYLVXDOL]DWLRQORJR7KLVLQGLFDWHVWKDWLIDFRPSDQ\ZDQWVFXVWRPHUVDZDUH
RIWKHEUDQGRIWKHSURGXFWWKHQWKHFRPSDQ\VKRXOGFUHDWHDQHIIHFWLYHORJR

5.2. Suggestion

• ,WLVQRWHDV\WRFUHDWHDORJRWKDWKDVXQLTXHFKDUDFWHULVWLFVWKDWGLIIHUIURPWKHFRPSHWLWRUVDOVRDEOHWRDWWUDFW
HDVLO\XQGHUVWRRGDQGUHPHPEHUHGE\WKHFXVWRPHULQDORQJSHULRGRIWLPH+LJKO\UHFRPPHQGHGIRUPDNLQJORJR
QHHGVFUHDWLYLW\DQGLQQRYDWHDGMXVWHGWRG\QDPLFVRIEXVLQHVVWKHUHTXLUHPHQWDQGJRDOVRIWKHFRPSDQ\2QH
RIZD\WKDWFDQEHGRQHE\WKHFRPSDQ\IRUH[DPSOHLVFRQGXFWLQJDQLQWHUQDWLRQDOFRQWHVWRUFRPSHWLWLRQE\
ZLQQLQJDQDWWUDFWLYHJLIWIRUGHVLJQDORJRLQDFFRUGDQFHZLWKTXDOLILFDWLRQVDQGWKHLGHQWLW\\RXZDQWWRGLVSOD\
RQ\RXUSURGXFWRUFRPSDQ\7KLVFDQLQFUHDVHLQQRYDWLRQDQGDGGDOWHUQDWLYHVIRUVHOHFWLQJWKHORJRGHVLJQ
• 7KH PDUNHWLQJ V\VWHPV RI ³36'´ DUH DOUHDG\ YHU\JRRG WR LQWURGXFHEUDQG WR WKHRYHUVHDVE\XVLQJHQGRUVH
WHFKQLTXHIRUIDPRXVLQWHUQDWLRQDODUWLVWVZKLFKKDVIDQEDVHGDUHTXLWHKLJKLQJOREDO)DQVVRPHWLPHVZLOOEX\
WKH VDPH SURGXFW XVHG E\ KLV LGRO 7KH RWKHU IXQFWLRQ LV WR PDUNHW SURGXFWV PRUH TXLFNO\ WR WKH ZKROH ZRUOG
0DUNHWLQJSURFHVVLQWKHFRXQWU\KRPHVKRXOGEHLPSURYHGWRERRVWVDOHV7RLQFUHDVHEUDQGDZDUHQHVVDQGVDOHV
LQORFDODQGQDWLRQDODUHDVXVHGWKHHQGRUVHGWHFKQLTXHE\XVLQJORFDORUQDWLRQDODUWLVWVZKRKDVDKXJHLQIOXHQFH
LQ,QGRQHVLD6RWKLVSURFHVVZLOOLQFUHDVHWKHSULGHRIFXVWRPHUVE\XVLQJWKHORFDORUQDWLRQDOEUDQGSURGXFW
• ,IFRPSDQ\ZDQWVWKHFXVWRPHUDZDUHRIWKHLUEUDQGWKHQVKRXOGFUHDWHDQHIIHFWLYHORJRE\XVLQJJUDSKLFPHGLD
WKDWGHYHORSPHQWLVYHU\UDSLG7KHW\SHRIJUDSKLFPHGLDFDQEHXVHGVXFKDVFDUWRRQVSKRWRJUDSKVRUFRPLFV
DUHPRUHSRSXODU$QGIRUIDVWVSUHDGWKHORJRDQGEUDQGWKLVSURGXFWWRWKHZRUOGFRPSDQ\FDQXVHWKHVRFLDO
PHGLDOLNHLQVWDJUDPSDWKIDFHERRNDQGWKHZHEVLWHV
• $VFRQVLGHUDWLRQIRUWKHQH[WUHVHDUFKE\FKDQJLQJWKHREMHFWRIUHVHDUFKLVWKHFRVWXPHURIVHUYLFHVVHFWRULQ
%DQGXQJZKLFKKDVDXQLTXHORJR$VZHOODVFRQVLGHUDWLRQIRUIXWXUHWLWOHUHVHDUFKLVWKHHIIHFWLYHQHVVRIXVLQJ
MLQJOHVLQDGYHUWLVLQJWRZDUGEUDQGDZDUHQHVVRISDUWLFXODUSURGXFW

$FNQRZOHGJHPHQWV

,QWKH1DPHRI$OODKPRVW*UDFLRXVPRVW0HUFLIXO:HDUHZLOOLQJWRSUHVHQWP\WKDQNVIRUHYHU\RQHZKRKDV
KHOSHGPHHVSHFLDOO\LQWKLVUHVHDUFK:HDOVRWKDQNRXUFROOHDJXHVIURP:LG\DWDPD8QLYHUVLW\WRVXSSRUWUHJDUGLQJ
WKLV UHVHDUFK /DVW EXW QRW OHDVW P\ GHHSHVW WKDQN WR DOO FRUUHVSRQGHQFH ZKR FRQWULEXWHG DQG FROODERUDWLRQ LQ
FROOHFWLQJSULPHUGDWDIRUWKLVUHVHDUFK

 Bunga Indah Bayunitri and Savitri Putri / Procedia - Social and Behavioral Sciences 219 (2016) 134 – 139 139

5HIHUHQFHV

%RRNV

&DUWHU'DYLG(Logo Redesigned: How 200 Companies Successfully Changed Their Image1HZ<RUN+DUSHU&ROOLQV
'XULDQWR'DUPDGLGNN. Strategi Menaklukkan Pasar-DNDUWD37*UDPHGLD3XVWDND8PXP
*KR]DOL,PDPStatistik Nonparametrik6HPDUDQJ%DGDQ3HQHUELW81',3
+DLU-)HWDOMultivariate Data Analysis6L[WK(GLWLRQ1HZ-HUVH\8QLWHG6WDWHRI$PHULFD3HDUVRQ(GXFDWLRQ,QF
+XPGLDQDStrategi Pemasaran-DNDUWD37*UDPHGLD3XVWDND0L]DQ3XVWDND
.RWOHU3KLOLSManajemen Pemasaran, Analisis Perencanaan, Pengendalian3UHQWLFH+DOO7UDQVODWHG,QGRQHVLDQ(GLWLRQ-DNDUWD6DOHPED
(PSDW
.XVULDQWR$GLPengantar Desain Komunikasi Visual<RJ\DNDUWD3HQHUELW$QGL
0XUSK\-RKQDQG5RZH0LFKDHOHow to Design Trademarks and Logos2KLR1RUWK/LJKW%RRN
6DQJDGML(WWD0DPDQJ6RSLDKMetodologi Penelitian Pendekatan Praktis dalam Penelitian<RJ\DNDUWD3HQHUELW$QGL
6HNDUDQ8PDMetodologi Penelitian Untuk Bisnis-DNDUWD6DOHPED(PSDW
6XJL\RQRMetode Penelitian Kuantitatif, Kualitatif dan R & D%DQGXQJ$OIDEHWD
6XJL\RQRStatistika Untuk Penelitian%DQGXQJ$OIDEHWD
6XJL\RQRMetode Penelitian Kombinsasi%DQGXQJ$OIDEHWD
6XZDUGLNXQ'LGLW:Merubah Citra Melalui Perubahan Logo%DQGXQJ,7%/LEUDU\
:KHHOHU$OLQDDesigning Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, 2nd Edition.:KLOH\
3KLODGHOSKLD86$
.RPSDVLDQD5HWULHYHGIURPKWWSZZZNRPSDVLDQDFRPDQGULIDX]DQZLUDXVDKDVXNVHVSVGBFEDIHDGHD
.RQWDQFRLG5HWULHYHGIURPKWWSSHOXDQJXVDKDNRQWDQFRLGQHZVELVQLVSHWHUPDMXEHUNDWPXWX\DQJWHUMDPLQ
3LNLUDQ5DN\DW5HWULHYHGIURPKWWSZZZSLNLUDQUDN\DWFRPEDQGXQJUD\DDSEGNRWDEDQGXQJGLWHWDSNDQUS
WULOLXQ
'LGL 6XEDQGL  ³Analisis Pengaruh Ekuitas Merek (Brand Equity) Terhadap Kepuasan Mahasiswa Serta Implikasinya Pada Minat
Mereferensikan´
+HQU\,QGULDVWRPR³Re-Design Logo Biro Iklan TVAD´
:LQQLH :DQGD  ³Analisis Pengaruh Customer-Based Brand Equity Terhadap Keputusan Pembelian Dan Dampaknya Pada Loyalitas
Merek Joy Green Tea.´