dc.description.abstract | 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. | en_US |