Analisis Citra Merek (Brand Image) Produk Nissan Palu

Dyan Suluk Silaningsih C20018017, Research title "Brand Image Analysis of Nissan Palu
Products" Supervised by Elimawaty Rombe as supervisor I and Wiri Wirastuti as supervisor II.
A company is expected to introduce their brand so that it can be known in the wider community.
Demands for increasingly quality demand make companies engaged in the same field expected to
be able to improve the quality of their products in order to maintain their existing brand image.
This study aims to determine how the consumer's/customer's brand image mindset towards Nissan
car products in Palu. The brand image variables used in this study are the superiority of brand
associations, the strength of brand associations and the uniqueness of brand associations. The
type of research used is descriptive quantitative. The population in this study is every customer
who has ever purchased a Nissan car at PT. Wahana Megaputra Makassar (Nissan Palu Dealer).
With a sample of 30 people, using a purposive sampling technique for sampling. Data collection
techniques used are observation, interviews and questionnaires. The results of this study indicate
that on several brand image variables, including the superiority of brand associations, the
strength of brand associations and the uniqueness of brand associations. The highest value is
found in the uniqueness of the brand association variable with a value of 4.53 which is categorized
as very good. so that it can be concluded that the brand image for Nissan cars is very good in the
mindset of the respondents so that it gives a positive impression for Nissan cars
Keywords: Brand Image: superiority of brand association, strength of association brand and
uniqueness of brand association