PENGARUH BRAND AWARENESS, PERCEIVED QUALITY, BRAND ASSOCIATION, dan BRAND LOYALTY TERHADAP BRAND ATTITUDE MELALUI EFEKTIFITAS IKLAN SHAMPO L’OREAL DI SURABAYA
ABSTRACT: For instance, if a
brand is introduced or communicated through advertising in various media, this
will cause brand awareness as a first step to a better known brand audience and
be an alternative product options. Companies that actively cultivating brand
association in the minds of certain consumer can form a different image with
other brands. Finally, if a firm is always striving to make their target
consumers are satisfied with the quality of its products, the consumer will
have a loyalty to the brand that would later cause consumers purchase the
product again in the future. The research aims to know the influence of brand
awareness, perceived quality, brand association, and brand loyalty towards the
brand attitude L'oreal in Surabaya with advertisement effectiveness as
intervening variable. In this study used is the conclusive research on the
study of experimental or causal research. Sampling-taking techniques used are
non probability sampling. The type of method used is the purposive sampling.
The sample used was 200 consumers L'oreal in Surabaya. Data were collected
using a questionnaire. The technique used is the analysis of structural
equation modeling with Lisrel program assistance. The results of this analysis
indicate that brand awareness, perceived quality, brand association, and brand
loyalty effect directly against the effectiveness of the ads. In addition, the
study found that the effectiveness of advertising influence on brand attitude.
Keywords: Brand Awareness;
Brand Association; Perceived Quality; Brand Loyalty; Advertising Effectiveness;
Brand Attitude
Penulis: YOHANES CHRISTIAN
HERTANTO
Kode Jurnal: jpmanajemendd130718
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