BRAND IMAGE ANALYSIS OF VEHICLE-WRAPPING ADVERTISING APPS IN INDONESIA

Abstract

The update on technology information, particularly on mobile application has provided an
opportunity for various types of companies to present and selling products and services directly
to consumers. Many company selling identical products and services through different online
shopping sites using different brand images. Now the company can also sell their products and
services with the help of mobile application to better suited for the growing number of
customer. The aim of this study is to determine any differences in brand images of vehicle
wrapping advertising apps in Indonesia. The measurement will be based on six factors,
including: Attributes, Benefits, Cultures, Values, Personality and User. Data obtained by
distributing questionnaires to respondents who uses their vehicle for vehicle wrapping
advertising, particularly motorcycle and car. The responded for this research have been
collected from January to April 2018. Method that will be used for data analysis is ANOVA.
Results obtained shown that there are a difference in terms of Attribute and Value. While, on
the other hand there is no difference found in terms of Value and Personality. These results can
be useful for new or current companies that already have or about to create or improve vehicle
wrapping advertising apps to be able to enhance their brand image to separate from the others.