ANALISIS PENGARUH IKLAN TERHADAP KESADARAN MEREK DAN PERSEPSI KUALITAS DAN PENGARUHNYA TERHADAP LOYALITAS MEREK PADA MEREK MOLTO 5 IN 1 DI SIDOARJO

Abstract

Molto 5 in 1 is the latest revolutionary product from Molto with benefits 5 products in 1 package for long lasting fragrance. Molto achievements as Top Brand from 2009 until 2013 during a row. Many emerging Moto 5 in 1 ad in the television version of the world's varied with the cloth. This study aimed to determine how the effect of Advertising on Brand Awareness and Perception of quality and its impact on Brand Loyalty Molto 5 in 1 in Sidoarjo. The sample used in this research that consumers who live in the city of Sidoarjo have ever bought and used the products with brand Molto 5 in 1, a total of 100 respondents. For processing and analyzing the data in this study by using the Statistical product and service solutions (SPSS) with a 16.0 software to process the data. The analysis shows that the ads had a positive impact on Brand Awareness and Perception of Quality, Quality Perception positive impact on Brand Loyalty and Brand Awareness positive impact on Brand Loyalty. The empirical findings indicate that the relationship with Brand Awareness Advertising has the highest regression coefficient with a value of 0.370, and the effect on the quality perception of Brand Loyalty with regression coefficient for 0.328, the relationship between Advertising on Quality Perception has a regression coefficient of 0.417, and the last relation Awareness brand to brand Loyalty with the smallest regression coefficient of 0.283.