ANALYSIS OF BRAND AWARENESS MEASUREMENT IN AMIL ZAKAT INSTITUTION NU CARE-LAZISNU BANDUNG Linda Mauliani Purnamasari, Ratih Hurriyati, Puspo Dewi Dirgantari
Universitas Pendidikan Indonesia
Abstract
ABSTRACT Amil zakat institutions must continue to compete positively by maintaining a positive image or making people aware that this institution is able to manage ZIS funds properly. To be known and remembered by the public, an entity must create and increase brand awareness of the entity. The method used in this research is descriptive in order to describe the brand awareness of NU CARE-LAZISNU Bandung with a sample of 100 respondents from Bandung. Based on the analysis of brand awareness measurement in NU CARE-LAZISNU Bandung has not been able to occupy the position of top of mind and brand recall because the value obtained is very small. NU CARE-LAZISNU Bandung is at the brand recognition and unaware stage. The marketing strategy that can be carried out by NU CARE-LAZISNU Bandung is by using social media, because the community is now inseparable from social media.
