PENGARUH BRAND AWARENESS, PERCEIVED QUALITY, BRAND ASSOCIATION, dan BRAND LOYALTY TERHADAP BRAND ATTITUDE MELALUI EFEKTIFITAS IKLAN SHAMPO L’OREAL DI SURABAYA

YOHANES CHRISTIAN HERTANTO

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.

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