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Detail Article

Jurnal Psikologi Industri dan Organisasi

ISSN 2301-7090

Vol. 1 / No. 3 / Published : 2012-12

TOC : 5, and page :139 - 143

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Original Article :

Studi eksploratori brand personality deteksi jawa pos menurut deteksiholic

Author :

  1. Martiyana Julaika*1
  2. Fajriyanthi*2
  1. -
  2. -

Abstract :

This study aimed to gain an undertanding brand personality about DetEksi Jawa Pos on DetEksiholic.This reserach is motivated by differentiate personality on DetEksi Jawa Pos on DetEksiholic. From thisstudy, expected to be found is brand personality DetEksi on DetEksiholic.This study is accomplished by using exploratory qualitative. This method was chosen given thepurpose of this reserach to explore or need deep understanding about brand personality DetEksi onDetEksiholic and describe the brand personality that is owned and established in more detail.Research used focus group discussion because it is more interactive than the others and it can openforum that supports the disclosure hidden. The data obtained was processed using the analysismethod of triangulation.From the data processing, this research produced six dimensions and 28 sub-dimensions on brandpersonality DetEksi Jawa Pos, are (1) Sincerity with sub-dimensions down to earth, honest,wholesome, and cheerful, (2) Excitement with sub-dimensions daring, spirited, imaginative, up todate, informative, and expressive, (3) Competence with sub- dimensions Reliable, Intelligent, andSuccessfull (4) Sophistication dimensions with sub-dimensions upper class and charming, (5)Ruggedness dimensions with sub-dimensions outdoorsy and tough, and (6) Other dimensions withsub-dimensi flexibiity. d.

Keyword :

brand personality, qualitative,

References :

  1. Poerwandari, Kristi, (2005). Pendekatan Kualitatif untuk Penelitian Perilaku Manusia. Jakarta : LPSP3
  2. Olsson, Anna., & Sandru, Catalina., (2006). The Brand Proposition: Positioning & Building Brand Personality. - : Journal of business administration and social science division of industrial marketing and e-commerce,159.
  3. Norlander, Terese., & Scharin, Malin Unander, (2007). Repositioning – A Brand Personality. - : Journal of Marketing, 139.
  4. Aaker, David, (1996). Building Strong Brands. New York : The Free Press
  5. Neuman, W., (2000). Social research methods : Qualitative and Quantitative approach (4th edition). USA : Pearson Education Inc.


Archive Article

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