Image of Peranan Efektivitas Iklan Dalam Membentuk Ekuitas Merek Serta Pengaruhnya Terhadap Keputusan Pembelian Dan Loyalitas Konsumen Honda Freed Di Kota Pekanbaru
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Peranan Efektivitas Iklan Dalam Membentuk Ekuitas Merek Serta Pengaruhnya Terhadap Keputusan Pembelian Dan Loyalitas Konsumen Honda Freed Di Kota Pekanbaru

Automotive market, especially vehicles, is recently facing an hyper competitive circumstances because of so many brands exist in the market. Freed as a variant brand of Honda have to identify all predictors that may affect their customer’s loyalty. Research held to customer of Honda Freed in Pekanbaru. This research aims to test the direct and indirect effect of advertising effectiveness towards buying decision mediated by brand equity, and also the direct and indirect effect of advertising effectiveness towards loyalty mediated by buying decision. Population is Honda Freed customers in Pekanbaru consist of 447 customers. By using Slovin technique, sample drawn to204 respondents and selected by convenience sampling. Data analyzed by using descriptive and Structural Equation Modelling (SEM) assisted by AMOS 20. This study reveals that advertising effectiveness directly and indirectly impact customer’s buying decision mediated by brand equity. It also reveals that advertising effectiveness directly and indirectly impact customer’s loyalty mediated by buying decision. Customer’s buying decision has a significant effect toward customer’s loyalty. It is recommended to optimized brand campaign in order to strengthen customer’s brand equity so that customer’s buying decision and loyalty may be stronger.

Keywords: Advertising Effectiveness, Brand Equity, Buying Decision and Loyalty

Ketersediaan
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Perpustakaan Universitas Riau 10 03.217(0118)
10 03.217(0118)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 03.217(0118)
Penerbit
Pekanbaru : Universitas Riau – PASCA SARJANA – MANAJEMEN.,
Deskripsi Fisik
xi, 117 hlm.;ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 03.217(0118)
Tipe Isi
-
Tipe Media
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Tipe Pembawa
-
Edisi
-
Subjek
PASCASARJANA (MAGISTER) MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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