Building Brand Identity in Non-Formal Education for Vulnerable Women in West Java on the Effectivity of the Program Using the PDCL Model

Abstract

The aim of the research is find out the effectively of the PDCL branding model on the implementation of the “Sekoper Cinta” program. This research employs quantitative and qualitative approach. The data collection instruments used is questionnaire, depth interview, direct involved observation and documents study. The respondents under study are as much as 100 members selected using the purposive method, and 4 (four) outstanding informants. The quantitative data is analyzed using the path analysis; while the qualitative data is analyzed using the text analysis method. The research findings show that the stages of branding that have been carried out successfully to increase the effectivity of the program. Simultaneously, the independent variables of positioning the brand, delivering the brand performance, communicating the brand and leveraging the brand equity effect on the effectivity of the program significantly.  Partially, the positioning the brand affects the effectivity of the program significantly, delivering the brand performance affects the effectivity of the program significantly, communicating the brand  affects the effectivity of the program significantly and leveraging the brand equity on the effectivity of the program affects the effectivity of the program significantly. Applications of this study: The most influential factor on the effectivity of the program originates from the leveraging the brand equity.