ANALISA PENGARUH IKLAN TERHADAP KESADARAN MEREK DAN PERSEPSI KUALITAS DAN PENGARUHNYA TERHADAP LOYALITAS MEREK (STUDI PADA MEREK COCA-COLA)
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ABSTRACT Coca-cola, a brand which became the market leader especially in the carbonated drinks market. Since 1891, The Coca-cola Company has grown to become one of the comapnies with high value brand that is ranked sixth on the assessment of Global Brands. The results of annual reviews of The Cocacola Company itself every year is always an incerase over the previous year. Every year a lot of ads from Coca-cola popping up and the varied from its kind in various countries around the world.This study aimed to determine how Ads impact on Brand Awareness and Perceptions of Quality and its impact on Brand Loyalty (Studies in Trademark Coca-cola).The samples used in this research that consumers who live in the city of Surabaya who have purchased and consumed produts with brand Coca-cola a total 100 respondents. Stuctural Equation Modeling (SEM) with AMOS 16.0 software is used for processing and analyzing data in this study. The analysis showed that the ad gave a positive impact on Brand Loyalty. The empirical findings indicate that the relationship between Ad with Brand Awareness has the highest regression coefficient with a value of 0.702, and the influence of Perception Quality with Brand loyalty with regression coefficient values for 0.672, the relationship between Ads with Perception of Quality on the regression coefficient for 0.460, and the last relationship Brand Awareness with Brand Loyalty with the smallest regression coefficient for 0.270.