ANALISIS BRAND EQUITY KARTU PERDANA SMARTFREN

In the importance of Internet network in today's society, the number of users of Smartfren simcard still lower than the competitor. The results of the Top Brand Award survey showed that in 2019, Smartfren reached the 4th order with an index of 6%. This can indicate that Smartfren does not have a strong brand, so it is necessary to increase brand equity. The research was aimed to produce the proposed improvement of Smartfren brand equity. The research was conducted by spreading the questionnaire against 137 respondents in Bandung. The percentage of Smartfren brand awareness is 6% for top of mind level, 55% for brand recall level, 29% for brand recognition, and 11% unaware of brand. The perceived quality shows that the average value of Smartfren satisfaction of 2.92 (scale 4) means the satisfaction of Smartfren has not been better than competitors. Smartfren has 6 positive associations and 7 associations are eliminated. Smartfren brand loyalty users are at the price level buyer. The proposed for Smartfren is increasing the strengthening of brand associations, adding discounts, participating in activities to sponsor activities, improve network quality and Internet speed related to the wide range or coverage of Smartfren services, and the simcard sizeDalam kondisi pentingnya jaringan internet di masyarakat saat ini, jumlah pengguna kartu perdana Smartfren masih lebih rendah dibandingkan pesaing. Hasil survey Top Brand Award menunjukkan bahwa pada tahun 2019, Smartfren menempati urutan ke-4 dengan index 6%.  Hal tersebut dapat menunjukkan bahwa Smartfren belum memiliki merek yang kuat, sehingga perlu dilakukan upaya peningkatan ekuitas merek (brand equity). Penelitian ditujukan menghasilkan rancangan usulan peningkatan brand equity kartu perdana Smartfren. Penyebaran kuesioner dilakukan terhadap 137 responden di Kota Bandung. Persentase tingkatan brand awareness Smartfren adalah 6% untuk tingkatan top of mind, 55% untuk tingkatan brand recall, 29% untuk brand recognition, dan 11% unaware of brand. Hasil perhitungan perceived quality menunjukkan  nilai rata-rata kepuasan Smartfren sebesar 2,92 (skala 4) artinya kepuasan Smartfren belum sangat baik. Smartfren memiliki 6 asosiasi positif yang terbentuk dan 7 asosiasi tereliminasi. Tingkat brand loyality pengguna kartu perdana Smartfren berada pada price buyer. Usulan meliputi peningkatan penguatan asosiasi merk, menambah diskon, berpartisipasi dalam aktivitas menjadi sponsor kegiatan, memperbaiki kualitas jaringan dan kecepatan internet terkait luas jangkauan atau cakupan layanan Smartfren, serta ukuran kartu perdana